Challenge       I wanted to explore which services to add to my firm’s communications offering considering that once a  client trusts us they want to do more with us.      In the book authored by branding expert Bruce Turkel, titled All About Them, he makes a case for  considering the needs and pain points of the customer when marketing to them.  We need to shift our  messaging and talk about how our clients may benefit from what we have to offer, more than just list  our service offering on our website or in our presentations. Before we do this, we have to begin by  understanding who our customers are and what their needs are.        Selection    I selected the visualization tool as I felt it would help us think more deeply about our clients and  prospects so that they inform the products and services we design to meet these needs.  As of this  writing we’re living through the Covid-19 pandemic. Technology has changed the way we live, work and  play and at no time has this been more evident than now.  Our clients are not just looking for solutions  to help them move the needle in the right direction; they’re also looking for innovative, digital solutions  that are efficient in their delivery, high impact and measurable.       Application     I created a stick figure of a ‘client’ representing current and prospective clients. I mapped the client to  services we offered – ‘The What Is’ and added sections ‘What Wows ‘and ‘What we should offer’ for my  team members to complete. I thought it would be a great way to crowd source perspectives from them,  which are valuable since they work directly with our clients.       Insight     The exercise confirmed that our clients are marketing-focused, with many of them holding sales and  marketing positions. They’re interested in not only raising awareness, creating thought leadership and  enhancing their reputation – all things we do for them; they also want solutions that will help stimulate  sales and identify new and innovative methods to reach today’s consumer.     We recognize we cannot be all things to all clients, so there are services that we have to outsource, but  not lose sight over, as that’s an easy recipe for losing our client’s trust. There are services that we  identified as part of this exercise that are not far removed from our current offering, such as research  and insights, online events and webinars and the delivery of punctual strategic media partnerships.     I will be revamping our website and ensuring it’s updated with these services and offerings.     Approach     If I had to do this again,  I would love to be able to crowd source this information directly from clients  and prospects, but it’s a time commitment that I could not ask of them during today’s challenging times  we’re living in during the Coronavirus pandemic.


Challenge I wanted to explore which services to add to my firm ’s communications offering considering that once a client trusts us they want to do more with us . In the book authored by branding expert Bruce Turkel , titled All About Them , he makes a case for considering the needs and pain points of the customer when marketing to them . We need to shift our messaging and talk about how our clients may benefit from what we have to offer , more than just list our service offering on our website or in our presentations . Before we do this , we have to begin by understanding who our customers are and what their needs are . Selection I selected the visualization tool as I felt it would help us think more deeply about our clients and prospects so that they inform the products and services we design to meet these needs . As of this writing we ’re living through the Covid-19 pandemic . Technology has changed the way we live , work and play and at no time has this been more evident than now . Our clients are not just looking for solutions to help them move the needle in the right direction ; they ’re also looking for innovative , digital solutions that are efficient in their delivery , high impact and measurable . Application I created a stick figure of a ‘ client ’ representing current and prospective clients . I mapped the client to services we offered – ‘ The What Is ’ and added sections ‘ What Wows ‘ and ‘ What we should offer ’ for my team members to complete . I thought it would be a great way to crowd source perspectives from them , which are valuable since they work directly with our clients . Insight The exercise confirmed that our clients are marketing - focused , with many of them holding sales and marketing positions . They ’re interested in not only raising awareness , creating thought leadership and enhancing their reputation – all things we do for them ; they also want solutions that will help stimulate sales and identify new and innovative methods to reach today ’s consumer . We recognize we can not be all things to all clients , so there are services that we have to outsource , but not lose sight over , as that ’s an easy recipe for losing our client ’s trust . There are services that we identified as part of this exercise that are not far removed from our current offering , such as research and insights , online events and webinars and the delivery of punctual strategic media partnerships . I will be revamping our website and ensuring it ’s updated with these services and offerings . Approach If I had to do this again , I would love to be able to crowd source this information directly from clients and prospects , but it ’s a time commitment that I could not ask of them during today ’s challenging times we ’re living in during the Coronavirus pandemic .