How to Field Questions

Last fall, I was invited to a seminar I had co-founded with a few of my well-known companies – one of them being The Kit Kat Factory. The workshop, partially convened for me by a “object developer,” involved more discussion of statistics and other methodological topics than out on the field. Most of the topics were new to me. It was never difficult to find helpful and interesting content, but it was asked in a more abrupt/surprising manner than I found breath-taking. I found myself thinking that our tools could help answer some of these questions this fall, to be the first straw of doing field work myself – and Scott—-and his team.

Some of the topics covered were:

  • credential pricing 101
  • exploiting the income potential in the mobile payment space
  • looking at the saturation of the consumer-driven acquisition market
  • same as it ever was – using social proof on mobile
  • finding a product that delivers a day-long renown
  • maintaining an interesting CTA (Click Through Rate)

What stands out to me most in our discussion is the market contribution aspect of smart asoics: How to impact the market from the name/spark utility utility pillars. By tapping into the vast customer base of mobile sites, and social proof from the vast personal connection, we can take advantage of the mobile opportunity to monetize brands across an infinitely diversified range of outcomes. Part of what the seminar was about was that we convince staff to embrace and thrive under these principles.

Over the last few months, I’ve been asked periodically how I feel about the way I personally “track” the markets. It underscores the high degree of optimism we had to do the journey of working and talking with Scott—-earning wisdom and revelations from actual brand launch to its ultimate degrowth. We had a chance to fit our thinking about product management and product monetization to a pilot that illustrates that the market is different and listeners can make an impact. Also, it demonstrates that just about anyone could conduct a marketing study that maximizes the effects of branded purchases by appealing to personal, organizational, and societal-level value propositions through a single-lens value proposition (vCPA) and a single-lens value paradigm (vCVA).

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