MARKETING

 DERANDOMIZER

RANDOM Acts of
Marketing &

The Spiral

The Marketing Trap:

Miss Your Goals

SHINY OBJECT!

(Random Act of Marketing)

PANIC!!

Time & Resources

The Marketing Trap:

Miss Your Goals

Engage in

Random Acts

of Marketing

PANIC!!

Time & Resources

- Perpetual Ideation

- Objective Prioritization

- Scheduled Effort

- Measurable Improvement

Confidently Allocate Resources

If you had a system for...

You could:

a.k.a. "Spend money to make money"

Marketing Derandomizer

TOOLKIT:

1. Growth Engine Map

 

2. Growth Engine Dashboard

 

3. Idea Capture & Evaluation Tool

What is their journey from
unaware to purchased?

Growth Engine Map

  1. Identify entry points
  2. Define end goal
  3. ...then what?

Become Aware

Purchase

2 SONG BREAK

Growth Engine

Dashboard

Keep it SIMPLE.

Track it WEEKLY.

Make it MANUAL.

Claim OWNERSHIP.

up2r.com/dashboard

Growth Engine

Dashboard

Red to Yellow.

Yellow to Green.

Green to Yellow.

2 SONG BREAK

"More organizations die of indigestion than starvation." - David Packard

Idea Capture

& Evaluation

"The essence of strategy is choosing what NOT to do." - Michael Porter

What's more valuable, ideas or execution?

Idea Capture

& Evaluation

ICE

Impact.

Confidence.

Ease.

up2r.com/ice

Idea Capture

& Evaluation

Hypothesis:

By taking this action, we can:

  • Increase [variable]
  • from [benchmark]
  • to [target]
  • by [date]

Growth Engine Optimization

thru Non-Random Action

IDENTIFY

Bottlenecks

TAKE

ACTION!

STRATEGIZE

Action

MEASURE

Results

CAPTURE

New Ideas

9

DAYS

3 SONG BREAK

Ideal Client Profile

What are their common traits?

What are their fears & frustrations?

What are their wants & aspirations?

What transformation are they longing for?

To know your customer,

is to know yourself.

Ideal Client Profile:
Common Traits

  • # of employees (min/max)
  • Annual revenue
  • Geography
  • Industry
  • What have they tried already?
  • What investments have they made?
  • What are their sunk costs?
  • What causes them to take action?
  • What would need to be true to enable action? (If only...)

Ideal Client Profile:
Frustrations & Fears

  • What is the worry gnawing at their mind?
  • What causes regular frustration?
  • What challenges do they face daily, big or small?
  • What are key systems in their life/job that often fail?
  • What are they forced to interact with that is difficult to manage or understand?
  • What features (or lack of features) do they regularly complain about?
  • What is standing in the way of happiness / success?

Ideal Client Profile:
Wants & Aspirations

  • What do they want for themselves?
  • What do they want for the people around them?
  • What do they aspire to be? Who do they aspire to be?
  • What goals have they set for themselves?
  • What values do they hold dear?
  • What are their "secret" desires?

What transformation

are they buying from you?

BEFORE:

AFTER:

Have:

Feel:

Average Day:

Status:

Good vs. Evil:

Have:

Feel:

Average Day:

Status:

Good vs. Evil:

MARKETING

 DERANDOMIZER

Marketing Maturation Machine

By Gordon Seirup

Marketing Maturation Machine

  • 230