When I started my new job at PM Digital, I jokingly titled my post with the announcement: Should Brands be on Jelly?
Because I knew I was joining a group used to holding everyone accountable for results. All strategy, creative, web development, and promotion work we do is designed to create the conditions to close the intent-action gap and move the needle on the business.
This hard-nosed approach carries over to the type of resources I have been writing about here and elsewhere, and examples I use in my talks.
Moving the needle on the business is the point of commerce. And we look to do that in a way that helps make transactions easier by focusing on making the experience better.
If you are in this camp, you might want to get your hands on a playbook written by Stephen Denny, a marketing strategy pro I am lucky to call a friend (he has no idea I found his post and am writing about this, by the way).
The Killing Giants Framework: 3 Areas of Excellence That Define How Davids Topple Goliaths is a solid resource for those who want to move the needle. I bought my copy, go get yours right now.
It is a companion to Stephen's book, which I reviewed here stating that Killing Giants is a way of doing.
In addition to the framework, the playbook contains new material and reorganizes the earlier principles into three areas of excellence, making the material more actionable.
What else is new?
Included with the framework are new success stories. For example:
[an] interview, with Jabra North America president Pete Fox, discusses how we applied the Killing Giants Framework in real life, for fairly high stakes, and delivered an incremental $20 million in pipeline sales to this leader in communications headsets.
Listen to the interview Stephen Denny did with Pete Fox courtesy of Brand-Fast Trackers#.
Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover the value of promises and its effect on relationships and culture. She is also frequent speaker at conferences and companies on a variety of topics. Book her to speak here.