Mindset: Problems = Opportunities : Correctly identifying a problem is the first step. The other six are also useful.
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A short list of field-tested marketing and communications recos.
For effective marketing content and campaigns, it helps to have real-world knowledge of the business problems you’re solving and how to solve them. This combination is less common than many perceive and often accompanied by under-quantified goals; e.g. CLV, CAC, ROI, product usage, and more. In other words: go, do, try, think, measure. You’ll be glad you did.
Expressing solutions in easy-to-understand language is a superpower. And it takes practice. I once worked with a CEO who walked the floor rehearsing his product’s value prop every day. Genius.
Strategy accelerates in proportion to its comprehensibility. The teams I’ve worked with who invested a little more upfront earned a lot more later. Others got caught in thornbushes, often because of point 1, above.
Have a playbook and know your audience sequences + tactics. Lacking a playbook is like doing creative work without a brief. It happens and I don’t recommend it.
Customers every day, all day. They speak the truth and validate whether or not the problem you think you’re solving is really the problem you’re solving. Over the course of my career I’ve pivoted, reset, rebuilt, rewritten, and reinvented mountains of work to meet evolving customer demands.
You’ve gotta have an offer and an answer to How does this make my life better? How is this solving my problem? Why is it worth it? This applies to every piece of content you produce and campaign you run.
Always forward. Always. Because if anyone said it would be easy they were lying.
More again soon.