Mark Monitor Consulting

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#Strategy- Why we need insights for strategy.

In the world of business, strategy is often seen as the exclusive domain of senior executives who spend countless hours in closed-door meetings debating and deliberating. However, true strategic success requires a more inclusive approach, one that is grounded in deep insights about the brand, its target audience, its competitors, and the broader market landscape.

Insights are the foundation for cutting-edge strategy. They provide powerful truths that can illuminate the best path forward, ensuring that strategic decisions are informed and effective. By understanding the underlying motivations and behaviors of consumers, we can develop strategies that resonate with their needs and aspirations.

Consider the example of a new venture seeking to introduce a line of locally flavored ready-to-eat whole-meal recipes. To effectively enter this market, the company should first adopt an insights-strategy-action approach:

  1. Uncover Insights: Conduct thorough research to uncover deep truths about the target market, including their cultural context, aspirations, behaviors, and unmet needs.

  2. Develop Strategy: Based on these insights, formulate a strategic plan that aligns with the company’s mission and addresses the identified market opportunities.

  3. Implement Action: Translate the strategic plan into actionable steps, ensuring that the company’s resources are effectively directed towards achieving its goals.

The key to driving business success lies in immersing oneself in the total environmental framework of the market. This involves understanding the social and cultural processes that shape consumer behavior, as well as the profile of potential consumers. By uncovering challenges, tensions, and unmet needs, we can develop strategies that truly address the needs of our target audience.

A powerful strategic plan should be grounded in compelling stories that articulate unique truths about the brand. These stories should evoke an “aha!” moment, igniting excitement and inspiring action.

Unfortunately, many brands fail to establish this strong foundation due to the assumption that they already understand their brand identity. This belief can lead to surface-level planning that fails to capture the true essence of the brand.

Insights should provide a framework for strategic planning, enabling businesses to:

  • Integrate various aspects of the business into a cohesive whole.
  • Develop frameworks that guide planning, modeling, implementation, and execution of growth initiatives.
  • Enhance the value of the strategic business plan and its execution.
  • Identify areas for competitive differentiation.
  • Deliver meaningful value to customers.

Effective insights should address the fundamental questions of why, what, where, when, who, and how concerning customers, collaborators, capabilities, competitors, and conditions. If your insights lack these answers, there is still room for further exploration.

By harnessing the power of insights, businesses can develop strategies that are truly insightful, actionable, and impactful, leading to sustainable growth and success.

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Dolapo is an strategic insights expert who has contributed to the building and revamping of various local and global brands and businesses.

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