Step 2: Visual Exploration

Send a team into the field, putting managers face-to-face with what they must make sense of: how people use or don't use their products or services.

Other Information:

For each visual strategy ... write a compelling tagline that [captures] the essence of the strategy and [speaks] directly to buyers.

Stakeholder(s):

• Managers
  • Observation (Performer): A company should never outsource its eyes. There is simply no substitute for seeing for yourself... You should not only talk to ... people but also watch them in action. Identifying the array of complementary products and services that are consumed alongside your own may give you insight into bundling opportunities... [Also] look at how customers might find alternative ways of fulfilling the need that your product or service satisfies.


• Customers
  • Conversation (Performer, Beneficiary)


• Noncustomers
  • Conversation (Performer, Beneficiary)

Indicator(s):

Indicator:1

Content