NORTHERN PLANNER

When you developing strategy it’s very easy to do the right thing. You know, do masses of groups, prove your point with a quant study and develop an lovely, elegant strategy that makes total sense. Who knows, there may be shining insight. It will probably track well too.

But you’re probably missing as trick. I’m often amazed at how how few marketing people actually go out and talk to the people who use their product or service while they’re actually using it. They never see what the true relationship actually is – they won’t say much that matches your brand onion, but they will tell you exactly what your company really means to them. Stuff that doesn’t come out in groups because it’s too intuitive.

Rich stuff tends to tumble out. Not just how best to promote what you’re selling, but NPD, product development, real meaty business stuff.

One of the best NPD guys I ever worked with worked for a handtools brand and used to look at how professionals modified their tools – and simply made it. No one else bothered and they continually remained one step ahead of the competition.