7 Steps to finding Product Marketing Fit™
1. In the top left in the box called ‘Desired Outcome’ write down one desired outcome from public relations activity that is achievable within the next 90 days. It must be realistic, specific, and measurable.
2. In the top right of the canvas marked ‘Assumptions’ write down the action you need key relationships to take in order to achieve the desired outcome.
3. Staying in the top right corner of the canvas, think about the key relationships that you need (the people taking the action) in order to get the desired outcome you want.
4. In the timing box, in the top right of the canvas, write down any events that have a significant bearing on your ability to achieve the outcome. These can be things you have control over, as well as things you don’t. They can be opportunities or risks to successfully achieving the desired outcome. An example could be a trade show, a regulatory shift or a competitor’s product launch. Another timing issue could be budget cycle.
5. In the box marked delivery mechanism write down how you think the best way to make the call to action (the ask). Is it an email, telephone call, introduction from a mutual acquaintance? Via social media?
6. You now have all the elements needed to write your hypothesis. Write this in the box marked hypothesis. An example of a hypothesis is, ‘if I ask a specified person to take a defined action at a specific time and ask them via a specified delivery mechanism then they will take the action I need them to f or me to achieve the desired outcome.
7. The final box is titled “riskiest assumption”. Is the one thing that we don’t know that could mean we don’t achieve the desired outcome. For example, if the person you’re asking to take a specific action doesn’t have the capability or authority to take it, Marketing will fail.
You are now ready to run your first marketing experiment.