THINKING
Orienteering: A cross-country race in which each participant uses a map and compass to navigate between checkpoints along an unfamiliar course.
Merriam-Webster online dictionary, 2007.
Market orienteering is our metaphor for how you realise radical change in your performance.
Our contention is pretty straightforward. Customers hire products to solve their problems. Whenever this problem needs solving, they will gravitate towards the best product for solving it. This process happens in their brain, so that's where your product needs to establish itself in the best position.
Our orienteering method defines that position in the customer's mind, identifies how your brand could establish a sustained and defendable space there, and specifies what you need to do to become associated with this place.
Then it's up to you to ensure all your marketing resources get you to this better, more productive place - fast.
Market orienteering is our metaphor for how you realise radical change in your performance.
Our contention is pretty straightforward. Customers hire products to solve their problems. Whenever this problem needs solving, they will gravitate towards the best product for solving it. This process happens in their brain, so that's where your product needs to establish itself in the best position.
Our orienteering method defines that position in the customer's mind, identifies how your brand could establish a sustained and defendable space there, and specifies what you need to do to become associated with this place.
Then it's up to you to ensure all your marketing resources get you to this better, more productive place - fast.
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