Marketing Mental Models (aka MMM) for young marketers. Post # 6:
👉 Today’s topic: Insights.
(All posts under this series can be found here: https://harish.blog/topics/mmm/)
💡 An insight is a “non-obvious customer truth that exponentially increases the leverage of your execution”. It lies at the core of your marketing and growth strategy. Do not start laying down your business strategy before you have clear insights about your customer.
‘Non obvious’ – because it requires peeling multiple layers of customer understanding.
‘Customer truth’ – because it is based on the cold hard reality of their everyday experiences.
‘Increases leverage’ – because a good insight makes every other part of the business strategy exponentially better.
Linking back to my previous post on understanding customers deeply, a disproportionate amount of time should be spent on understanding your customer and getting many deep insights about him / her. An insight gives you the aha! moment and creates a demonstrable shift in their behaviour. 💡 True insights drive habit change.
An insight is different from an observation / data point. A good insight will give the entire company / brand a competitive edge. A few examples:
– You become a different person when you are ‘hangry’, so to really achieve what you set out to do, you have to kill your hunger quickly. (Snickers).
– A computer is a bicycle for the mind. It unlocks creativity and self expression. (Apple).
– Kids stop learning or detest learning not because of lack of talent, but because of some holes in understanding left in their past grades. (Khan Academy).