80/20 Analysis for bigger ROI

Our objective is to help clients get the most of what is already present. Whether that be value streams or content, we start by doing a 80/20 analysis to understand what is driving the most value for your business, what can be eliminated and which assets, markets, audiences, products or capabilities need to be developed that will help you deliver the biggest Return on Marketing Investment.


Deciding what not to do

Doing a proper analysis is not only directed at focusing what to do; it also helps you understand what not to do. As in the medical profession, overtreatment is one of the leading causes of (business and, worse, physical) failure. In fact, iatrogenics (overtreatment or avoidable treatments of patients) is the 3rd leading cause of patient deaths in the West.

We see a clear analogy with over-management and ‘busy-bodies’ in business, turning on dials they should leave alone.
One of our first Principles is therefore: “First, do no harm“.


Developing Tests

After we have developed a proper understanding of where the actual value of your business is, we start developing our first assumptions, hypotheses and tests on how to quickly and effectively confirm how we can grow your business and revenue. Depending on your context, we develop a customer acquisition plan, which includes an overview of where your (potential) customers hang out online, and an engagement plan to drive the right candidates to your site or landing pages.

During this phase, we will test which marketing channel is best for your product and audience (“Audience-Channel Fit”) and develop early traction from fans to assess Product-Market Fit.


Building a Minimum Loveable Product and Campaign

When building new products, channels or campaign, we have Skin in the Game. We typically work with remote teams of free agents. That way, we can wait until last possible moment to pull together around a problem, avoiding fixed overhead of having a whole staff waiting for something to work on. Perverse incentives of “makework” are eliminated, paradoxically making these quick decisions better.

In a series of quick sessions, we help you determine the features that are critical in testing a new product, channel or campaign, but also the few features that will wow your first users, and will make them want to share and promote your product (while still in MVP-mode).

Every business is different, and so is our approach. While our philosophy is consistent, we use heuristics to customize and optimize for your business.

Tell us your challenge and needs, and we’ll get back with a custom high-level approach to suit your business.