Step 2. Discover

Appre­ci­ating the best of what is

• Under­stand your business. Team members from outside the client system get up-to-speed with your current thinking (culture and person­ality), industry trends and tech­nology. Includes an audit of your current customer commu­ni­ca­tions and a review of existing market research.
• Identify who you are when you are at your best through stories that reveal core values, guiding prin­ciples and beliefs.
• Observe and under­stand your customers and prospects to discover your current position in the market­place. Conduct appre­ciative inter­views to the maximum possible number of client system members. Capture and share stories and expe­ri­ences to uncover oppor­tu­nities to create a point-of-difference.
• Study the existing and emerging compe­tition to under­stand your unique position in the market. What are their core compe­tencies, posi­tioning messages and commu­ni­cation tools?

Step 3 →