Innovation or Strategic Brand work is, by its nature, more open, intangible, and ‘multi-variable’ than other ‘downstream’ work where a given idea is just being fine-tuned or evaluated. The challenge for these projects is then to still deliver precision of opportunity definition without absorbing excessive resources of budget or time. In other words, the outcomes need to be actionable, not just interesting. This is not a new story. But with a genuine change in the economic climate impacting on all areas of business (except lawyers of course), it is important to re-examine how this more ‘upstream’ work is sometimes carried out to see if we can deliver more value within more limited budgets and time. We think the answer is ‘yes’. Focusing on where Value is created By understanding where the ‘Value’ is actually created in ‘upstream’ work, we can use this to adapt the project process to ensure that the work goes beyond being interesting and insightful, and defines real business opportunity. Consider the two ‘universes’ in the diagram below: on the one hand, the External Universe of your Audience’s desires, goals, priorities etc.; on the other hand, the Internal Universe of the Brand/Company’s equities, capabilities, priorities . The future Value Space lies uniquely in the intersection of the two. It is no good coming up with something that works only for the consumer but not for the brand, or vice versa. The only ‘space’ that creates values is at the intersection of the two.
How this impacts project approaches
There is a better way If we acknowledge that all the ultimate value begins life in connections made in the shared space of these two universes, then it would be far more powerful if we can use approaches which actually take place in that same space. This means bringing the people from each side together more effectively and productively; ‘consumers’ on the one hand, and the Company/Brand people on the other. If all the Value is created in the connection between the Internal and External universes, then the more that we can encourage and enrich those connections, the more effective the project will be.
Collaborative, real-time approaches
Here to make it work for you Working intensively and collaboratively with client and consumer teams together is not simple, but it is more inspiring, engaging, insightful, speedy, and ultimately, more actionable. We can now draw on many successful projects across a range of international businesses to shape intensive, consumer-centric and creative approaches that are continually responsive to the insights and ideas emerging.
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