"The practice of Management" by Peter Drucker

Marketing is business

Anyone who has come to one of my workshops will know that I endlessly quote Peter Drucker, the father of business consulting and his views on the importance of marketing and innovation to every business.

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How can you give your customers what they really need?

You may have already heard about Design Thinking. You might not. Chances are you know some companies that are using it.

Tesla, Apple, Netflix, and Amazon Prime have all adopted it. In the words of Steve Jobs:

It is not the customers’ job to know what they want” – Steve Jobs.

In other words, in order to be successful, companies need to figure out what their customers want, before they know it themselves.

And this is exactly what your company needs to do too.

So, let’s dive into design thinking. What is it exactly? How can you take advantage of it?

Design Thinking is a design methodology, of 5 stages, that enables companies to identify and meet their customers’ needs. With Design Thinking, companies have the opportunity to create products and services that solve their customers’ problems. So what are the 5 steps?

  • Empathise. This first stage of the process is key. You need to understand the people you are designing for in order to offer them the right product or service. In fact, without an empathetic understanding of your customer, you will design products you think they need, instead of what they really need. During the empathise phase, you’ll work on figuring out your customers’ motivations, fears, expectations, emotions and needs. To get a comprehensive understanding of your customer, use both quantitative and qualitative customer research methods such as surveys, focus groups, interviews, field trials and online data. By the end of this stage, make sure you can see the world through your customers’ eyes.
  • Define. This stage involves defining the problem your users face. Using the information you have gathered about them during the previous stage, you’ll be able to define the problem you will focus on solving.
  • Ideate. Now that your customers’ core problem has been identified, generate many ideas aiming at solving it. Innovation requires creativity, so don’t limit yourself here, and think outside the box. Here are some ideation techniques that will help you be creative: SCAMPER, brainstorming, brainwriting, SWOT, Lotus blossom diagram.
  • Prototype. At this stage, select your best ideas and get them down on paper. A prototype can be anything that takes a physical form. The complexity of the prototypes should correlate with the progress of the project. Prototyping methods can be classified into two categories: low- and high-fidelity prototyping. Low-fidelity prototypes are easily-made cheap models, or simply visualisations of them. Such models might be incomplete and constructed using interim materials such as wood, paper and plastic. Conversely, high-fidelity prototypes look and operate closer to the finished versions. Amongst other mediums, you can prototype with sketches, paper interfaces, storyboarding, LEGO and 3D printing to name a few.
  • Test. In this phase, you will share the prototypes you’ve created with the users. By doing so, you’ll discover how well your prototypes meet their needs. You can subsequently modify your prototype based on user feedback. Continue with testing and prototyping until your users are satisfied with the innovation and the way it solves their problem.

Following this cyclical 5 stage-process will allow you to create products and services your customers really need and will crave for. Post-launch, remember to listen to customers’ feedback in order to continuously improve their experience and blaze an innovation trail.

If you want to know more about design thinking, or how it could help your business, email hello@mh2021.mystagingwebsite.com

Desk with remote meeting tools

The As and Bs of Content Testing

So you’ve decided to focus on content marketing this year. And why not? Good content marketing can help you reach and increase your target audience and drive traffic to your product, all whilst positioning your brand as a category leader.

However, as with all forms of marketing, it is important to be strategic about who you’re trying to reach and why. As always, we’ve compiled a list of handy tips for you to follow to get the most out of your content marketing if you’re unsure where to start.

1. What is your main marketing goal and how does this translate into content marketing metrics?

Content marketing in the digital space gives you immediate feedback and detailed analytics on whether your content is working. It’s easy to get caught up in the numbers and lose sight of your main objective, so it’s important to decide on your key metrics for success before you start crafting your content.

For example, if your aim is to raise brand awareness, you might set clicks to your website and general audience interest as your goals. The main metrics you could use to measure success would then be CTW (click to website) and Engagement (likes, comments, shares).

2. How can you increase the quality of your content?

Test, test, test. Running consistent, informative A/B tests takes time and planning.

Here are some elements you can look at testing:

  • Messaging: Test your headlines, the length of your messaging, images used and CTA (call to action) text and positioning.
  • Targeting: Start with broader targeting, based on your target demographics (age, gender, location). Once you have amassed more data, you can start segmenting your audience based on interests and behaviour.
  • Platform: Test different types of messages and targeting across different platforms. You may find elements of your audience are more responsive to certain messages according to platform.
  • Medium: Once you have an idea of what messaging is working for each audience segment, start experimenting with media. Does your content work better in video format? As a quiz? As a podcast?
3. How to establish what’s working

Track and analyse. Ensure you’ve set up tracking along all consumer touch points, online and offline. For example, you can track where your website traffic is coming from using Google Analytics. You can track off-site enquiries by setting up specific email addresses and collecting customer journey information over the phone.

4. Bring your audience back to your turf

Funnel your online audience to your website to reach them directly through your website blog or a regular email newsletter, for example. This will allow you to craft specific messaging for audiences who have become more familiar with your brand.

5. Reset goals as you go.

After you start testing, you’ll gradually gain a wealth of insight on who your audience is, where they can be reached and what their needs are. This information can help you flesh out your overarching marketing strategy and can even help you hone your product or service. Putting aside some time once a quarter to work these insights into your larger marketing/ product plan will allow you get the most out of your content marketing efforts.

Innovating into a bright future

The social and political events of the times are unsettling to many. But despite the regular dose of misery that comes from the news, there are great things happening. Between the various tech, research, and innovation hubs in the world, the beneficial application of cutting edge technology is flowing into the wider world. Three areas of particular importance are energy, information, and health.

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Lego Serious Play figures

How Lego Serious Play got innovation right

I have always been fascinated by insights that can be drawn by connecting seemingly random fields. In a previous post, I mentioned how Dan Cobley made marketing insights from physics. This time, it’s martial arts and innovation systems.

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