Ben Taylor

I think step one, you empathize. I mean, if you look at it, there's a lot of different ways to go through this. But for a marketing team, we want to empathize first. And that's the thing I've spoken to. Ideation is what a lot of folks call is the next step. When we ideate, we're sitting there thinking, what are they? And this is where the empathy map does come into play.

I think step one, you empathize. I mean, if you look at it, there's a lot of different ways to go through this. But for a marketing team, we want to empathize first. And that's the thing I've spoken to. Ideation is what a lot of folks call is the next step. When we ideate, we're sitting there thinking, what are they? And this is where the empathy map does come into play.

I think step one, you empathize. I mean, if you look at it, there's a lot of different ways to go through this. But for a marketing team, we want to empathize first. And that's the thing I've spoken to. Ideation is what a lot of folks call is the next step. When we ideate, we're sitting there thinking, what are they? And this is where the empathy map does come into play.

We think, what are they thinking? What are they feeling? What are they saying? What are they doing? Right. We do this kind of quadrant. You can Google image search. There's 25 different ways to do this. Some say, what are they talking about? But what you're trying to do is get to the heart of different emotions of what people think. So that's the ideation piece of that design thinking.

We think, what are they thinking? What are they feeling? What are they saying? What are they doing? Right. We do this kind of quadrant. You can Google image search. There's 25 different ways to do this. Some say, what are they talking about? But what you're trying to do is get to the heart of different emotions of what people think. So that's the ideation piece of that design thinking.

We think, what are they thinking? What are they feeling? What are they saying? What are they doing? Right. We do this kind of quadrant. You can Google image search. There's 25 different ways to do this. Some say, what are they talking about? But what you're trying to do is get to the heart of different emotions of what people think. So that's the ideation piece of that design thinking.

And then this is where this software cycle comes into play, the test and validate and prototype. I don't care what order the phase is. For marketing, that can be start to create something and go message test, right? The test may be go to a seller, which we do, and go have a conversation with a customer to see if something resonates, right? We will actually...

And then this is where this software cycle comes into play, the test and validate and prototype. I don't care what order the phase is. For marketing, that can be start to create something and go message test, right? The test may be go to a seller, which we do, and go have a conversation with a customer to see if something resonates, right? We will actually...

And then this is where this software cycle comes into play, the test and validate and prototype. I don't care what order the phase is. For marketing, that can be start to create something and go message test, right? The test may be go to a seller, which we do, and go have a conversation with a customer to see if something resonates, right? We will actually...

Build the empathy map, ideate on what we think that they're doing, and then kind of check in with the customer to see if that's actually what they're thinking at that point. Right. Like it's making it real.

Build the empathy map, ideate on what we think that they're doing, and then kind of check in with the customer to see if that's actually what they're thinking at that point. Right. Like it's making it real.

Build the empathy map, ideate on what we think that they're doing, and then kind of check in with the customer to see if that's actually what they're thinking at that point. Right. Like it's making it real.

No, marketing is more difficult. Right. If you can do design thinking in. where it's heavily used is in like product development. If you're building something, you got a new car, you do design thinking, you get focus groups, you go have conversations, right? Marketing is trying to move the needle on perception on what is somebody's impetus or focus on buying, the propensity of buying.

No, marketing is more difficult. Right. If you can do design thinking in. where it's heavily used is in like product development. If you're building something, you got a new car, you do design thinking, you get focus groups, you go have conversations, right? Marketing is trying to move the needle on perception on what is somebody's impetus or focus on buying, the propensity of buying.

No, marketing is more difficult. Right. If you can do design thinking in. where it's heavily used is in like product development. If you're building something, you got a new car, you do design thinking, you get focus groups, you go have conversations, right? Marketing is trying to move the needle on perception on what is somebody's impetus or focus on buying, the propensity of buying.

So for me, it's harder to test because you have this innate sense of, oh, we don't trust marketers. So we're not going to give real opinions. So we may test against our seller audience and see if that would resonate because they're closer to the customer, right? We don't always get to go test that. Another way to test and validate and then come back in that cycle is in market.

So for me, it's harder to test because you have this innate sense of, oh, we don't trust marketers. So we're not going to give real opinions. So we may test against our seller audience and see if that would resonate because they're closer to the customer, right? We don't always get to go test that. Another way to test and validate and then come back in that cycle is in market.

So for me, it's harder to test because you have this innate sense of, oh, we don't trust marketers. So we're not going to give real opinions. So we may test against our seller audience and see if that would resonate because they're closer to the customer, right? We don't always get to go test that. Another way to test and validate and then come back in that cycle is in market.

And this is something that marketers have been doing forever, right? You do A-B testing. You see where your metrics are at per channel and then you come back. So I think the

And this is something that marketers have been doing forever, right? You do A-B testing. You see where your metrics are at per channel and then you come back. So I think the