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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Illustrate the logical relationships between different elements of your problem.

Illustrate the logical relationships between different elements of your problem.

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

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

Identify opportunities based on insights from your marketplace research.

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

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