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This time, we’re talking about something many of you have bumped into: the ‘Go to Market’ strategy. This isn’t just something possible extras we do; it’s a big part of how we make ideas work in the real world and the process we follow.

So, here’s the deal. When we work on an idea, we don’t just stop when the idea is done. We’re also all about helping you make that idea a real success out there in the market. This whole ‘Go to Market’ thing? It’s what naturally happens when we follow our process.

So how does it work and how does our innovation process help you with it? 

Let’s share our vision of finding the ‘Go to Market’ strategy.

Here’s what we’ve learned and how it benefits you:

As we mentioned, the “Go To Market” strategy is actually a natural consequence of things we do. 

We start out with the Scan phase where we come up with ideas, do interviews and come up with a proposition. 

In de Test phase, we run a lot of experiments where we learn new things, tweak our proposition, run new experiments so that we have a proposition that shows it’s resonating.

Then comes the time when you say. This is good enough, and logically, the next question that comes up is: how do we bring it to market?

We believe that every innovation should go to market someday and having a strategy for it is something you need. 

The funny part is is that from our process, you actually already have your Go To Market strategy

Why is that?

It’s because there are two important elements already covered in the process.

When we need to do interviews, the first step is finding out where the audience is. You run experiments on channels like your network, LinkedIn, discussion platforms etc. After running these experiments, you know where your target audience is, because you had to find them anyway to actually find interviewees.

There’s your first Go To Market element!

During the next experiments, you try to find which tagline, proposition or punchline actually resonates with them. An example of this is when we run experiments for Tommy Hilfiger and run ABC tests rigorously just to find out which proposition fits which audience, on what channel.

When we’re done with this phase, you exactly know where your audience is and which proposition you have to use for them.

The fun part is, people we find for interviews or experiments often get interested naturally. That’s because we’ve already picked them out as our audience. They’re likely to think, ‘Yeah, I want to be part of this experiment or interview.

Those people are your initial customers! We saw that with Videsse, where lead generation on a fair actually got to breakneck speed because we already had interested leads and we knew which message and which audience we had to target.

And that’s your baseline for your whole “Go To Market” strategy: a clear target audience, knowing where to find them and what message you need to reach them.

From there it’s expanding, experimenting, and generating ideas that resolve in an actual strategy. 

Most people whose first question is: What will be my “Go To Market” strategy got it backwards. The idea was an inside-out approach and than you have lots of question marks, so you rely on all sorts of expensive advertising and marketing agencies, because you didn’t reverse engineer.

Our standpoint is that you follow the outside-in approach like we mentioned above. Automatically, you’re strategy will come together because you carefully crafted your idea based on what you KNOW people want to have and need.


What’s your next step in a Go To Market strategy?