A customer group to rethink growth
Before I tell you about this hidden customer segment, I’ll explain how we got there, because the process is the point.
Leading strategic growth is not for the faint of heart.
Revamping your offerings to adapt to market changes can be exhilarating—and a little exhausting—if you don’t have a process. You might be making it harder than it needs to be if you’re figuring it out through trial and error, or relying on the same approach that worked in the past.
Example: Recently, I met with an executive responsible for growing a new line of business. They had just wrapped up strategic planning and were getting ready to launch a marketing campaign. Things seemed solid-ish. But after a few questions, we uncovered a hidden audience: intermediaries, or “prosumers”—the people who influence or coordinate a purchase for end users.
Think travel planners vs. tourists, guidance counselors vs. high school juniors, or fitness trainers vs. athletes. The company had never considered this audience, yet they could be the key to unlocking scalable growth.
Suddenly, the strategy, messaging, and even operational priorities could be improved. Without that insight, the executive was staring at an uphill climb—a long to-do list without clear leverage. But now, they could focus on the few things that make everything else easier and more profitable. For them, this new audience - hidden in plain view - was the key to a much stronger plan.
Insight:
When you’re trying to launch something new or uncover a growth opportunity, two things typically get in the way:
Lack of insights and ideas for what to offer and to whom
Lack of strategy and alignment for how to make it possible
It’s common to think: “I’ve got this. We’ve got a plan.” But if your team has a lot on their plate already, they could miss subtle opportunities to approach it differently. This is why plans get stuck or produce sub-optimal results. They’re missing something. Missing fresh insights and ideas, or missing strategic alignment. But you don’t see a blind spot until it’s revealed.
Teams under pressure have the most difficulty thinking creatively and working strategically.
This is about minimizing risk. Knowing what could cause a plan to flounder and how to close the gap is just one reason to follow a structured process for developing new revenue strategies.
We can help you uncover the gaps between bold ambitions and measurable results.
To see what your team might be missing, we created a Strategic Innovation Assessment. It helps you determine whether lack of insights and ideas, an underdeveloped strategy, or lack of alignment may undermine your strategic objectives.
Download the Strategic Innovation Assessment here.
At Align, we help clients close the gaps that could prevent new revenue opportunities from flourishing. Growth comes from seeing opportunities through fresh perspectives and aligning your team around a clear, strategic path forward.
Let’s chat and see what we can unlock in a simple conversation.