← The Flywheel/Marketing
Put the right solutions in front of the right people.
Say what the new thing does for its people, in their own words, in one breath.
Messages finds the one line that says what the new thing does for its people, in their own words, in one breath. It is the first step of Marketing.
Dive deeper into Messages→
Give something of real value first, so people meet the work before the pitch.
Gifts gives the people it's for something of real value first, with nothing asked in return. A gift is a real piece of the experience, whole on its own.
Dive deeper into Gifts→
Take the message and the gift to the people whose behaviour started it, not to the old sales list.
Campaigns takes the message and the gift to the places the trend's people already gather, not to the old sales list. The Compass already knows where those places are.
Dive deeper into Campaigns→
Talk with everyone who answers, one at a time, and learn who is ready for more.
Conversations talks with everyone who answered, one at a time, and learns who is ready for more. It is the last step of Marketing, and the one that hands people to Service.
Dive deeper into Conversations→
Next up
ENGAGE
From Conversations to Explorations.