Our process for defining and designing a unique market category that sets you apart and attracts more of your ideal customers.
We work with your team to research, define and design your unique market category.
We create a differentiated market position in the form of a story tailored to your audience.
We help you cut throught the noise by providing your customer with a clear choice in a crowded marketplace.
We help you launch your new category and sales story to the world with a lightning strike.
At this stage we run a leadership team workshop, interview team members, research your market opportunity, and identify a category thesis.
Our evaluation is multifaceted. We conduct a workshop with your leadership, speak with critical leaders, and evaluate the market opportunity.
We take your leadership team through a category design workshop and primer to help uncover the category name.
Our team researches your market through our knowledge of the marketplace and our evaluation process.
The next stage of the process is to lock down our new category, develop a compelling story, and articulate a clear point of view.
This is not a templated approach. Every business in agriculture is unique and serves a different type of client. We help you build a story that will compel your customers to take action.
Your point of view (POV) is the expression of what you believe about the problem you solve and your articulation of the framework you will use in constructing the solution. Think of this as the "Declaration of Independence" for your company.
Your blueprint should establish the agenda and requirements for your category. It should also illustrate the problem graphically, showing how the category problem will be solved in the end.
This stage builds on the first two, helping you cut through the noise with a message that gives your customers a clear path from where they are today to where they want to go.
Before you take your customers to the new future you've created, you need to help them understand why you're the company that can get them there. We call this building your movement's platform.
Now is the time to combine your point of view and your new market category into new, differentiated language that speaks to your target customer.
Now, it's time to start introducing this story and the movement you've built to the world. That all begins with your internal team. At this stage, we ensure that everyone inside your company is on the same page and knows the messaging by heart.
At this point, most companies slowly leak out their new messaging or begin dripping out weekly content. No one sees it, and even fewer care. We're not most companies. We will execute a lightning strike intended to create demand and anticipation in our target market and strike fear in the hearts of every adjacent competitor.
This is not a marketing activity or a functional team project. This requires collaboration across your organization, primarily in your leadership team and across your revenue team - customer success, sales, marketing, and product.
Lightning Strikes can help align your business's objectives and goals and unify the team in a concentrated period of time. They can be a simple or complex marketing effort that begins to change the way people think about your category and POV to grow word-of-mouth.
Make sure to be very clear about your from-to's—the descriptions of where you're taking customers in your market from and where you're collectively going.
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