Question

Topic: Strategy

Overcoming The Intimate Dilemma

Posted by Anonymous on 4/30/2009 at 7:08 AM ET 250 Points
Often, we are so close to our own marketing messages and what we are trying to say, that we lose sight of how our target audience views us or what they really want. Any ideas on how to shift out of the square and view our own marketing with fresh eyes?
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RESPONSES

  • Posted on 4/30/2009 at 9:56 AM Accepted
    Your dilemma is the very thing I use to sell the advantages and benefit of using an outside consultant, and why prior experience in your industry/product category doesn't need to be a prerequisite.

    Very often just having the outside/objective person there asking questions will jar you out of the cultural inertia, and it can lead to some really clever ideas for customer research to validate or refute some new hypotheses.

    Of course, the consultant needs to be a quick study and be able to add value from the outset. Choose wisely, as you would with any professional service provider.
  • Posted by Jay Hamilton-Roth on 4/30/2009 at 9:15 PM Accepted
    If it's just your business, then get together with a friend/peer (who owns their own business) and trade observations about each other's business. If you're a member of a networking group, this would likewise be a great group exercise.
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