Groundwork For Innovation Success

Lots of people like to talk about innovation; actually doing it is something else. What I’ve learned in the past five years is that before innovating, leading the way and possibly f*cking up, some groundwork is needed. This groundwork consists of research that can actually lead you and your company to strategic choices that will not only have short but also long term effect.

A couple of months ago, a client asked me to advise them on their marketing and sales strategy. I noticed something was missing, which didn’t allow me to innovate, lead or f*ck up. I had no research and a limited amount of data to lean on and therefore couldn’t come up with a strategy to move forward. I asked myself: What is really needed here and what do I want to leave behind?

I started with…

1. Customer Journey

The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer. It allows you to match communication strategies with customer expectations at each stage of their journey.

Followed by…

2. Competitive Landscape

In competitive landscape analysis, you identify your company’s major competitors and research their products, marketing and sales strategies. Competitors’ analysis will enable you to create solid business strategies that outsmart your competitors.


3. Buyer Persona

A buyer persona is a detailed description of someone who represents your target audience. This is not a real customer, but a fictional person who embodies the characteristics of your best potential customers. A buyer persona definition will make you target your ideal customer.

And finally…

4. Media/Events Landscape

A media/events landscape is a collection of events, magazines, newsletter, websites and other media that are relevant for the PR of your company’s services and/or products. A media/events landscape will make you spend your PR budget strategically and effectively.

And now?

Now the groundwork has been done, the innovating, leading and f*cking up can start!

If you want to know more about any of the topics discussed then contact me.

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