Siobhan Maughan, Integrated Thinking at DMX Dublin 2020

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Aoife Doran

See Siobhan Maughan's DMX Dublin Presentation on Do Cockerel's Lay Eggs? ... The Value of Insights over Observation

Marketing

As humans, our ability to
form connections and
communicate plays a big role
in our ability to survive and
thrive!

Digital
Communication
is challenging…
1.  We fail to capture, reflect on or
action deep insight
2.  It’s hard to be heard when
everyone is broadcasting to
rather than communicating
3.  We observe and make
assumptions about our target
market - often without
validation!

Businesses &
individuals across
the world have
challenges
11/03/20

There are many creative
and innovative people
looking to solve these big
and small challenges
But how do they connect and resonate with
their target markets?

How do those who have
challenges or needs
easily find and connect
with those who can help
them?!

Let’s communicate with and not
just broadcast to our target
markets
People spend 60% of conversations
talking about themselves
And this jumps to 80% when
communicating via social media
platforms such as Twitter or Facebook

STOP BEING
CRYPTIC!
Is your message unintentionally
encrypted for your target market
and you haven’t provided the
code?

Start speaking to challenges people
can resonate with before you
speak to the solution.

Are we too
eager to quickly
provide answers
and fill the void?
Have we really asked enough questions
before we make assumptions and
speak?
Do we really understand the full
context?
Have we really uncovered the "why"
behind the "what“?
Is our hypothesis valid and grounded in
reality?

OBSERVATIONS
- Things you saw and heard
- No judgment
INSIGHTS
- Deeper interpretation
- Understanding what you
are seeing and hearing

Get under the hood …
•  Design Thinking
•  Empathy Maps
•  Stakeholder Analysis
•  Journey Maps
•  Needs Analysis
•  VoTC
•  Value Propositions
•  Buyer Personas
•  Market Segmentation
•  Pestle Analysis
•  Problem Analysis & 5 Whys

Make time for that
AHA moment!
Idle brain – Far more active
than the brain focused on
completing a task
Source: Washington University
neuroscientist Marcus Raichle

And
remember
Capture insights
Validate your assumptions
Reflect and seek AHA moments
Resonate by speaking to your
customers challenges
Action
Insight

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Siobhan Maughan, Integrated Thinking at DMX Dublin 2020

1. Siobhan Maughan Strategic Marketing Mentor & Coach •  Strategic Marketing Coach/Mentor – Enterprise Ireland •  Lecturer and Academic Programme Director - Trinity College Business School •  Founder of Integrated Thinking - Strategic Marketing and Product Management Consultancy

2. As humans, our ability to form connections and communicate plays a big role in our ability to survive and thrive!

3. Digital Communication is challenging… 1.  We fail to capture, reflect on or action deep insight 2.  It’s hard to be heard when everyone is broadcasting to rather than communicating 3.  We observe and make assumptions about our target market - often without validation!

4. Our world has many challenges

5. Businesses & individuals across the world have challenges 11/03/20

6. There are many creative and innovative people looking to solve these big and small challenges But how do they connect and resonate with their target markets?

7. How do those who have challenges or needs easily find and connect with those who can help them?!

8. Let’s communicate with and not just broadcast to our target markets People spend 60% of conversations talking about themselves And this jumps to 80% when communicating via social media platforms such as Twitter or Facebook

9. STOP BEING CRYPTIC! Is your message unintentionally encrypted for your target market and you haven’t provided the code? Start speaking to challenges people can resonate with before you speak to the solution.

10. BE CAREFUL OF ASSUMPTIONS AND HUNCHES!

11. Are we too eager to quickly provide answers and fill the void? Have we really asked enough questions before we make assumptions and speak? Do we really understand the full context? Have we really uncovered the "why" behind the "what“? Is our hypothesis valid and grounded in reality?

12. OBSERVATIONS - Things you saw and heard - No judgment INSIGHTS - Deeper interpretation - Understanding what you are seeing and hearing

13. Are we interpreting this the right way?

14. Get under the hood … •  Design Thinking •  Empathy Maps •  Stakeholder Analysis •  Journey Maps •  Needs Analysis •  VoTC •  Value Propositions •  Buyer Personas •  Market Segmentation •  Pestle Analysis •  Problem Analysis & 5 Whys

15. Make time for that AHA moment! Idle brain – Far more active than the brain focused on completing a task Source: Washington University neuroscientist Marcus Raichle

16. And remember Capture insights Validate your assumptions Reflect and seek AHA moments Resonate by speaking to your customers challenges Action Insight

17. Do Cockerels lay eggs?

Siobhan Maughan, Integrated Thinking at DMX Dublin 2020

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