Your guide for changing the market
To verify a growth opportunity, you have to put the whole package in front of consumers, and see how they react.
What is it?
The Growth Concept answers the important, market-related questions needed to create a growth strategy:
- Who is the target consumer segment (ICP)?
- What messaging gets their attention and generates demand?
- What product experiences get them excited?
- What positioning will work?
- What should the pricing be?
What makes it great?
The Growth Concept is a hypothesis designed to be perpetually tested and iterated upon. This learning-loop makes you more adaptable and proactive to market changes.
What makes it unique?
Many organizations are disintegrated when creating growth. This ad-hoc, siloed approach increases the risk, because every part of the org, on its own, develops what it thinks is needed to create a successful product.
However, imagine a process where planning between marketing, strategy, and product was interactive. They all create their own tactical plans, but they all use the same data and market insights. A unified data set is what enables everyone to have a common language of demand, opportunity, and growth.