This process begins with an Alignment Meeting to confirm that the Client’s intentions and objectives are clearly understood and agreed upon. During this meeting, we will add the Client to a project management tool to facilitate ongoing communication and track deliverables throughout the project. Additionally, we’ll obtain access to all necessary logins and files from the Client to ensure the project runs smoothly.

This approach explores and identifies what’s possible (ie. the potential markets and opportunities within a current or new market category). This involves recognizing a market need or problem that is not currently being met or solved by existing products or services. It requires net new thinking and deep market analysis to find gaps or potential for new categories and innovation. This method involves exploring various scenarios and creative possibilities that could be leveraged to enhance offerings, differentiate from competitors, and capture new market segments. The aim is to expand the scope and influence by foreseeing and capitalizing on emerging trends and customer demands.

This approach analyzes and defines what’s necessary (ie. the crucial needs that must be satisfied within a current or new market category). By pinpointing these essential needs, you can better understand the gaps that exist. This process is key to creating a new market category and ultimately driving market differentiation and leadership.

This is a strategic process that defines a single core problem, identifies key opportunities for growth, and formulates a tailored solution. By creating one clear problem statement, one opportunity statement, and one solution statement, this framework lays a solid foundation for defining a unique point of view/narrative in the marketplace. This is your unique perspective or approach to solving the market need or problem. Your POV should compellingly convey the problem, the solution, and the value of the new category to stakeholders and customers.

This involves clearly defining what the new category is, what it stands for, and how it differs from existing market solutions. This step is crucial as it sets the foundation for all further strategies.

This is the naming convention for the category. It is the strategic creation of distinctive terminology to define and differentiate a client’s category, company, product, or service. By crafting bespoke language that shapes customer perception and positions the client uniquely in the market, this strategy ensures precise, impactful communication that drives competitive advantage and market leadership.

This involves going to market with a “lightening strike event”/strategic plan that can include product launches, marketing campaigns, and other go-to-market strategies that aim to educate the market and create buzz.

This involves the use of thought leadership, content marketing, and influencer strategies to educate the market about the new category and its importance. This step is essential for creating demand and acceptance of the new category.

As the category leader, it’s important to continuously promote and evangelize the category’s benefits to expand its reach and reinforce its value proposition. This role is best fit for the CEO of the company.

This consists of continuously monitoring and influencing how the market perceives the category. This can involve adjusting strategies based on market feedback and competitor movements.