To unravel that 'connection', Venture Matrix uses the concept of emotional consistency. The logic of emotional consistency is really rather simple: in order to create a Customer Click, one has to connect with the emotions of the customer. And emotions are always closely linked to wants and needs. It is a psychological rule already understood by Augustine (AD 354 - 430): All emotions are the result of the things we want and the things we do not want.
A proposition can only be successful if it connects to the needs of the customer. It is not uncommon for startups to send messages that only reflect the pride of the inventors, but 'connecting' is something different. Understanding customer needs is vital, as is the product message. The message has to connect product essentials with customer needs. Venture Metrix uses six mental clusters represented by six colors, translated to three graphs: product essentials, communication & message and customer needs. Emotional consistency arises when the graphs match.
Emotional consistency will only be a success factor if the graphs show an outspoken character, with only a few dominant colors. Only then can a product send a clear message; successful brands almost always address just one or two mental clusters.