The Product World

This is more a way of working than a framework. The Product World seeks to map existing behavior and attitudes. You take a piece of…

The Benefit Ladder

The Benefit Ladder is a classic tool to get you thinking about what matters to your audience. Often, we are too close to our brand…

How to Write an Insight

Here are ten ways in which you can write an insight. Also, I used the word “boring” as a noun in the first example. This…

Questions that Fetch Insights

For some reason, in business, questions can appear weak. To not know and to ask a question can mean that you aren’t perfect. This is…

How Insights Happen

Hint: “research” isn’t enough of an answer. Learning Outcome: Knowing how insights happen & how to tell they’ve happened.

Press Release Headlines

Read this short excerpt from “Strategy Is Your Words”: Then do two things: 1. Write 10 captivating press release headlines for the strategy you wrote…

Vision and Mission Statements

Vision and mission statements get you to think about the future and what you’re going to do to make the future you envision to happen.…

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