‘Here you go marketing team, here’s the product now go find 10,000 people to sign up.’
The marketing version of the chicken and the egg – which comes first the product or the audience?
In my opinion it has to be the audience first.
You start with the need and then you come up with a fitting solution.
Starting with the solution and then finding a need to fit is ineffective. It leaves you vulnerable to a huge disconnect between product and audience which can be an expensive mistake.
Can you imagine the inventor who locks himself away to build the perfect MP3 player only to come out of his cave years later to find everyone streams music from their phone now.
That inventor is going to waste millions of dollars trying to spam people into using his product.
Modern audiences have become too adept at ignoring irrelevant messages. Gone are the days when buying TV ads meant sales certainty.
It’s got to be the audience first, it’s the only way to cut through the noise.
Thomas Duggan 