Strategic Planning

Service Blueprint

Service Blueprint

Identify the level of importance and the specific roles that different channels play for your customer at each phase of their journey.
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Marketing Maturity Model

Marketing Maturity Model

Plan how you will create your new product or service - diverging and converging - from start to finish.
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Double Diamond Design Process

Double Diamond Design Process

Determine the level of responsibility of individuals or teams for completing the tasks involved in your project.
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Prioritization Matrix

Prioritization Matrix

Prioritize the requirements to be included as part of the scope of your new project or next release.
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Prioritization Criteria

Prioritization Criteria

Prioritize the requirements to be included as part of the scope of your new project or next release.
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MoSCoW Analysis

MoSCoW Analysis

Determine the relative priority of different initiatives based on the goals and capabilities of your organization.
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Gamification Framework

Gamification Framework

Identify the underlying reasons why a customer might choose your product or service.
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Value Exchange

Value Exchange

Identify the moments when you would like to target your customer with relevant advertising.
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Customer Scenarios

Customer Scenarios

Identify the level of importance and the specific roles that different channels play for your customer at each phase of their journey.
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Creative Brief

Creative Brief

Articulate why your target customer should choose your offering over alternatives.
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Get-Who-To-By

Get-Who-To-By

Articulate why your target customer should choose your offering over alternatives.
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Value Proposition

Value Proposition

Identify the desired outcome of a marketing initiative from the perspective of your target customer.
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Brand Strategy

Brand Strategy

Translate your product or service features into relevant psychological benefits for customer.
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Brand Architecture

Brand Architecture

Translate your product or service features into relevant psychological benefits for customer.
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Brand Benefit Ladder

Brand Benefit Ladder

Organize your portfolio of brands and products to support your business strategy.
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Stakeholder Influence

Stakeholder Influence

Develop a deeper shared understanding of your customers relative to a goal.
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Brand Positioning

Brand Positioning

Illustrate the logical relationships between different elements of your problem.
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SWOT Analysis

SWOT Analysis

Illustrate the logical relationships between different elements of your problem.
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Issue Tree

Issue Tree

Evaluate the current position of your brand or product relative to achieving a goal.
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Competitive Audit

Competitive Audit

Synthesize trends that relate to your initiative, and analyze the resulting implications.
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Trend Exploration

Trend Exploration

Identify opportunities based on insights from your marketplace research.
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How Might We Question

How Might We Question

Define the fundamental problem that you need to solve and the considerations for solving it.
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Project Definition Worksheet

Project Definition Worksheet

Describe a clear, measurable, and time-bound goal for your marketing initiative.
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