How We Work
The hypothesis-based approach to marketing strategy involves making explicit a business point-of-view of the opportunities, constraints, and conditions in which our clients must launch a new product or service.
Our approach offers a number of benefits:
- It lets us demystify “marketing strategy” for technical people by addressing business issues like economic impact, user value, distribution economics, and so on, with a clear set of simply-stated hypotheses.
- It enables us to focus research and analysis on the specific challenges that are in most urgent need of resolution.
- The hypothesis approach underscores the point that it’s ok not to know the answer yet. In fact, new market opportunities are all about addressing the unknown…this is what makes them opportunities.
- It is an open and inclusive approach that benefits from the insights of both junior and senior members of management—drawing on the energy of the former and the experience of the latter.
- When a hypothesis is stated, it becomes available to be improved and refined. This process can trigger the creativity necessary to prove or disprove it.
- It shifts the focus away from unfounded debates and conjecture.