Although it varies from project to project, the starting point is typically an exploration of personal and organisation culture and values. It's foundation from which we can develop an authentic identity and voice.
Once the organisation's core identity is clarified, the next phase is to define the audience, including understanding their values, situation, problems, barriers and aspirations.
In order to consistently deliver the defined offer as part of an 'ideal' customer experience, it's crucial that a detailed picture of how this can be achieved is outlined.
Phase 4 is focused on translating the strategy and tactics into content and design that delivers the desired customer experience, and is in line with the indentified values and culture.
For many organisations the aspirations and requirements identified are a long way from current practices. Mentoring through implementation is the final piece of the jigsaw, ensuring that what's been agreed can and will be delivered as consistently as possible.