Many of my clients don’t know where to start with marketing, or even what problem they’re solving for.

Diagnosing the problem is the first step to finding the right solution, or as Albert Einstein said best, “If I were given one hour to save the planet, I would spend 55 minutes defining the problem and five minutes resolving it.”

So I introduced the 5 step model of demand generation:

  1. Define the problem (or opportunity!);
  2. Differentiate yourself;
  3. Delegate;
  4. Develop clients; and
  5. Discover partners.

This model has helped my clients understand the starting point for an effective marketing plan, rather than ad hoc or scattergun execution. Only by asking the right questions up front can we get to the heart of what is to be achieved and have a chance to deliver what is needed.