Our process
How we build emotional connections that matter for business.
We build everything off a foundation of human behavioural science, looking to crack the code of the emotions driving people’s behaviour. We apply this lens to customers of businesses whose revenue growth relies on the connections it makes with them.
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Step 1. The Territory.
Objective:
Understand the territory a business and its customers inhabit. Understand the societal context and trends that have direct impact. Look for existing and emerging threats, challenges, and opportunities.
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Step 2. Uncovery.
Objective:
Uncover what is true for the business and its customers. Uncover the missing emotional connection between the business and its customers.
A: Business Uncovery
How did this business begin? What are its values and beliefs? What does it care about most?
What is the strategy, goals, and objectives? What is the plan to get there?
What is the ‘superpower’ of this business?
B: Customer Uncovery
Who are the customers of this business? Why? Where are they? What are their wants, needs, and unmet needs?
What emotions are driving their behaviours?
C: Uncovering the missing emotional connection
What is the missing emotional connection that the business and customers seek?
How do we define it? What shared value does this deliver for the customer and business? What new opportunities does this unlock?
How can these opportunities be realised?
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Step 3. Ignite.
Igniting the missing emotional connection to deliver long term shared value for customer and business.
Activity:
• Develop an emotionally relevant idea that attracts customers to the business.
• Help customers ‘buy’ what the business is ‘selling’.
• Help customers build an emotional connection.
• Execute the idea to plan, timeline and budget.
• Develop a long-term customer advocacy plan.
• Execute the plan.