Comprehensively understanding needs and motivations of audiences and stakeholders is critical to offering products, services and communication that provides greater value.
We combine marketing, communications and innovation methodologies that make sense to the project, client and operating environment to take a fresh approach to understanding audiences and being able to communicate, connect and activate them effectively.
To do this we take an outside-in approach allowing greater focus on the perspectives and needs of audiences rather than solely on the product, service, organisation or government. Benefits of this approach include:
Efforts and activities are aligned with audience or stakeholder preferences, pain points, and desires, leading to more relevant and resonant messaging and strategies.
An outside-in approach helps in crafting messages that speak directly to audience or stakeholder needs, increasing the effectiveness of campaigns and enhancing engagement.
Organisations and governments that prioritise understanding and satisfying audience or stakeholder needs are better positioned to differentiate themselves and/or outperform competitors.
It encourages a culture of innovation, continuously adapting and evolving offerings to better meet audience or stakeholder demands and trends.
By aligning efforts with needs, organisations and governments are less likely to invest in products, services or strategies that may not resonate with their audience, reducing the risk of wasted time and resources.
Addressing audience or stakeholder needs and pain points fosters a stronger emotional connection, which can lead to increased loyalty and/ or repeat business.
An outside-in approach contributes to sustainable growth by ensuring that an organisation or government remains relevant and adaptable in a rapidly changing world.
By actively listening to and empathising with audiences or stakeholders, organisations and governments gain deeper insights into their behaviours and motivations, which can inform product or service development, marketing and communications campaigns, and audience or stakeholder experience improvements.
At the core of our identity, we are a female owned organisation with a desire to promote diversity, economic growth, innovation, and societal progress, while also contributing to a more inclusive and equitable business environment. We have a particular passion for relationships and human connection – to each other and with organisations or governments. We actively seek diversity in people and perspectives. We inspire our clients to do the same by understanding the diversity of perspectives within their own audience segments to provide greater value to them.
The mix of methodologies we use span analytic and creative thinking. We apply Jobs-To-Be-Done methodology to create an outside in perspective, deeply understanding audience motivators and needs before direction setting and action to achieve greater value for audiences and stakeholders.
Our services focus on two core areas of discovery and development:
Often organisations and governments use Design Thinking to achieve innovative solutions to complex problems. Jobs-to-Be-Done methodology is best used before Design Thinking as it helps set the stage for more focused, empathetic, and successful design efforts by ensuring a clear understanding of audience needs and challenges. It enhances the effectiveness of the Design Thinking process by directing it toward solving the right challenges and delivering solutions that truly resonate with audiences or users.
We use Jobs To Be Done to go beyond surface-level data and strive to uncover the underlying motivations, needs, and contexts that drive audience behaviour. This comprehensive understanding of the audience enables informed decisions to be made, creates more effective solutions that drive greater value, and builds stronger connections to the audience.
Other benefits include:
Services: Jobs To Be Done workshops, customer research and analysis, segmentation and persona development, competitive analysis, user/ customer interviews and workshops
We develop Promise-Centered Value Propositions as a messaging strategy that emphasises a clear and compelling promise or commitment made by a product, service, organisation or government. We ensure the promise goes beyond merely describing product or service features and benefits; it communicates a specific, often emotional, outcome or solution that the audience can expect to receive.
Key elements of a Promise-Centered Value Proposition include:
Services: Value proposition development
We help organisations and government with direction setting to position them to deliver greater value to their audiences. We do this recognising that direction setting, and strategy are not simply documents and events – a workshop or a series of sessions – they are a process that starts by understanding the required future state and immediately working with insights from outside the organisation – the audience.
The best strategy depends on factors such as its industry, competitive landscape, resources, goals, and the external environment. Often, a combination of strategies may be employed to achieve different objectives within an organisation such as a deliberate strategy for clear situations or an emerging strategy for those requiring more experimentation and time. Effective direction setting and strategic planning involves carefully assessing these factors and choosing the most appropriate strategy.
Our strategic process focuses on segmentation, targeting and positioning which are critical to marketing and communications strategy because they help organisations identify, understand, and serve their audiences more effectively. From there we confidently build a roadmap for aligning objectives, marketing efforts, and resources with customer needs and market dynamics, ultimately leading to improved competitiveness, value and/ or sustainable growth.
Other benefits of this approach include:
Services: Marketing and communications strategy, communications strategy, internal communications strategy, engagement strategy, strategic intent, stakeholder engagement strategy, product or service innovation recommendations
Strategy is the roadmap, but it’s the execution that creates the forward momentum. Well-implemented creative, content, and digital tactics are the vehicles that carry your brand to its destination. With each step, refining the approach, learning from the audience, and adapt to ever-evolving market dynamics.
Audiences requires authenticity, uniqueness, and relatability. Well-implemented brand, creative design and visuals are the first impressions that draw or repel your audience. They convey your brand’s personality, message, and values.
Services: Brand strategy, naming, logo and visual identity design, brand messaging, brand guidelines, graphic design
Content is king, and quality rules supreme. Good content must convey knowledge, inspiration, and value. Well-crafted content not only keeps your audience engaged but also positions you as an industry thought leader.
Services: Graphic design, corporate narrative, creative copywriting, business and government copywriting, scriptwriting, video production, creative direction, editing, annual reports, content strategy
In the digital landscape, your strategy comes to life. Well-implemented digital marketing tactics amplify your reach, maximize your impact, and drive results.
Services: Digital strategy, website design and development, UX testing, social media strategy, digital advertising, search engine optimisation, search engine marketing,
The beauty of well-implemented creative, content, and digital tactics lies in their synergy. They form a cohesive ecosystem that reinforces your brand, communicates your value, and drives audience engagement. Consistency across all channels and touchpoints ensures that your audience receives a unified and compelling message.
We work with clients to be very clear on the intent and focus of a project before we begin and check in at intervals throughout the project.
Our outside in approach and methodologies ensure people remain the focus of all projects and result in greater value for people.
Clients value our agility, personalised customer service, responsiveness, and fast decision-making.
We believe in empowering clients with knowledge to allow them to be self-sufficient or at least build their capability.
We are clear on our values and work with clients who share those values.
Once we take on a project nothing gets in the way of delivering exceptional work.