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In Marketing Speak..."Where's The Beef?"... Is
"Where's the Problem?"
Aisle Rocket Studios... Each of the 3 Words expresses the WHY of ARS.... Its in
the shopping aisle, it's the rocket process of getting the shopper's "Yes, I'll Buy It!,
and the creative journey in getting ARS's "WHY we help clients, through the
HOW we do it, to the WHAT we achieve for clients" = "YES, I'll Buy It!
Kashif, I LIKE this post! It's all about... WHY are we all here in the think tank to
solve a client's new Issue, Need, Dissatisfaction... or Problem?
I am a Vintage sole in the Ad World, and actually was brainstorming creative stuff
when "Where's The Beef?" debuted. A stimulating statement... very provocative
and maybe begs a larger question than just the size of the burger?
Maybe "Where's The Beef? Is a prophetic question? Like, what's really missing
here? This is where Kashif nails the issue perceptively of "Where do you begin a
new ad campaign for a client?" Every solution has to start with a problem, and
precisely defining the problem is like "Finding the Beef".
I have spent years on this simple little proposition of "Explicit Problem
Recognition" as the "Beef Between the Buns". It's pretty difficult to solve
something that may lack adequate definition. This little problem became very
illuminated for me when I discovered the Huthwaite SPIN selling methodology
about 20 years ago.
Most sellers and marketers start a campaign or sales pitch with new creative ideas
based upon "Implied" understanding of the "Problem". This is the "Thin" process
of mainly guessing or intuitive thought to define a problem so as to bring forth a
solution(s). One gets a lot of ineffective false-starts though and off-the-mark
solution ideas, if the need or problem is not defined well to begin with.
There is a big step that SPIN embraces and what Kashif sees clearly. "Drill into
the Problem Zone" first before trying for the solution(s). Kick the problem around
a lot, measure it, discover the different negative implications if the right solution is
not applied. "Find the Beef"!
If I can put a conclusion on this response to Kashif's thoughts, it is: "Don't start
eating the hamburger", until you "Find the Beef"! Defining the problem clearly is
always the gateway to see solutions.
Aisle Rocket Studios... Each of the 3 Words expresses the WHY of ARS.... It’s in
the shopping aisle, it's the rocket process of getting the shopper's "Yes, I'll Buy It!,
and the creative journey in getting ARS's "WHY we help clients, through the
HOW we do it, to the WHAT we achieve for clients" = "YES, I'll Buy It!
Kashif, I LIKE this post! It's all about... WHY are we all here in the think tank to
solve a client's new Issue, Need, Dissatisfaction... or Problem?
I am a Vintage sole in the Ad World, and actually was brainstorming creative stuff
when "Where's The Beef?" debuted. A stimulating statement... very provocative
and maybe begs a larger question than just the size of the burger?
Maybe "Where's The Beef? Is a prophetic question? Like, what's really missing
here? This is where Kashif nails the issue perceptively of "Where do you begin a
new ad campaign for a client?" Every solution has to start with a problem, and
precisely defining the problem is like "Finding the Beef".
I have spent years on this simple little proposition of "Explicit Problem
Recognition" as the "Beef Between the Buns". It’s pretty difficult to solve
something that may lack adequate definition. This little problem became very
illuminated for me when I discovered the Huthwaite SPIN selling methodology
about 20 years ago.
Most sellers and marketers start a campaign or sales pitch with new creative ideas
based upon "Implied" understanding of the "Problem". This is the "Thin" process
of mainly guessing or intuitive thought to define a problem so as to bring forth a
solution(s). One gets a lot of ineffective false-starts though and off-the-mark
solution ideas, if the need or problem is not defined well to begin with.
There is a big step that SPIN embraces and what Kashif sees clearly. "Drill into
the Problem Zone" first before trying for the solution(s). Kick the problem around
a lot, measure it, discover the different negative implications if the right solution is
not applied. "Find the Beef"!
If I can put a conclusion on this response to Kashif's thoughts, it is: "Don't start
eating the hamburger", until you "Find the Beef"! Defining the problem clearly is
always the gateway to see solutions. To know more about Chas Dushek ,Marge
Dushek and Charles Dushek please visit here : –
https://charlesjdushek.wordpress.com/
