The Unfair Advantage Method
How it works
Understand where credibility and internal alignment problems undermine growth ambitions.
Detailed primary research to uncover new insights
Create a brand and disruptive point of view that prospects will talk about.
The Unfair Advantage Sprint method is an intensive and effective Positioning and Marketing planning process.
It brings to together best practices from the disciplines of:
Lean Customer Development
Creative Advertising Planning
Benefits of this approach include rapid team alignment, clarity on messaging and target audience needs, the creation of immediately usable segmentation and personas (using the Jobs to be Done methodology) and the testing of your bold, new Positioning.
An example approach
Where budgets allow we recommend two phases of activity:
Workshops to create value propositions for each segment
Team alignment, Segmentation of market, target Personas and Value Propositions ready for testing.
Agree a volume and value segmentation that matches and helps deliver on commercial objectives.
Review/interrogate segmentation to ensure alignment.
Capture buying journeys, customer pains and gains, and jobs to be done for each segment.
Value mapping exercise to create Value Propositions and marketing headlines copy for testing.
Qualitative Research: Value proposition and message testing
Winning messages to target each segment with insights for a Go To Market strategy.
Validation research interviews
Interviews conducted with each target Segment, including opinion influencers such as journalists, high profile expert commentators, industry organisations etc. It takes 6-10 weeks to organise and conduct interviews. A more rapid version of this is always possible depending on access to the interviewees.
EF strategy to bring together all insights and provide a formal recommendation.
Online workshop to share and discuss the findings and provide a structure and messaging for a Go To Market Strategy.
Additional workshop as required, to build on the previous discussion and create a scope for Go To Market planning.