What to focus on & why
- The right (and wrong) way to think about competitors
- Assessing complex market dynamics
- Understanding the correct opportunity space
- Phrasing and framing assumptions and the problem to be solved
- How to balance feasibility with ambition
- Identifying a clear, measurable objectives
Getting to key insights
- How to field and conduct user research
- Tips & tricks for efficient secondary research
- Ways of making sense of wants, needs, mindsets, and behaviors
- Tactics for building authority, trust, loyalty, & memorability
- The secret to translating insights into an actionable content strategy
- The art of crafting an impressive kickoff document
Guidance & guardrails
- Do's and don'ts for creative, experience, and technical teams
- Easy-to-use checklist templates
- Explanatory diagrams and data visualizations of key concepts
- How to choose helpful competitive and comparative examples
- How to approach course-correction and adapting to new information
- Phrases, scripts, and prompts for communicating with stakeholders