Before getting into the weekend of class, I have to point out that when I did a search of "Hypothesis Driven Marketing" on Google, Star's blog pops up three times on the top 5 posts.
The quote above is quite compelling and brings truth to anyone who has used this process only to come out with facts that counter your strongest initial hypothesis. This is why we use the scientific method and follow it. Our initial ideas about a subject tends to have a strong bias that comes along with it. Using this method will help generate new ideas and also gain confidence around a response to a solution or campaign.
Over the weekend we went over a large range of topics that surround Hypothesis Driven Marketing.
** My next Blog will cover an example using CACI, Int. We went over what innovation was and what made truly innovative companies. What came out of it was that the most innovative companies even fail but, they keep trying. Using this process allows companies to manage uncertainty when it comes to innovation and product development. Experimentation is a large player in this process. It is important to constantly test and then learn from them in order to move forward. We cannot look at failure as complete failure. Companies need to be comfortable with failure in order to get the rewards of innovations.
The relationships that have come from science and into this process are the understanding of the problem, the development of several ideas (or hypotheses), coming up with tests, experiments (to test the hypotheses), development (innovation and iteration), then success (decision). The theories that were discussed in class were: Design Thinking (Faste & Kelley); The Lean Start Up (Ries & Eisenmann); Science & Strategy (Lafley & Martin) ; and finally, Business Model Canvas (Osterwalder).
I'm sure everyone remembers this from 7th grade science class:
Now that we understood the importance of this method, we moved onto the first stage of understanding the problem. Getting outside is a way. Another way of understanding the problem is by re-framing it. We conducted a re-framing exercise in class where we took a problem. My team chose "I hate wearing a purse in the evening".
Here are some examples of re-frames from the thnk.org website:
The process that we used for the exercise came from thnk.org. Their step by step process is:
- Define your core belief - "I hate wearing a purse in the evening"
- Add supporting beliefs to support your core belief - I have no where to put it, I'm afraid of someone stealing from it, it gets in the way while dancing etc...
- Find opposites to your supporting beliefs - I can put it anywhere, I am sure that no one will steal from it, it makes it easier to dance etc..
- Summarize the opposites in a new core belief - This is the statement that the product needs to make; This is something that I want to carry on me all the time.
Next we went over generating possibilities to solve our problem. In this process, the status quo needs to be an option. We also needed to come up with as many solutions as possible, even ones that may not make sense to us at the time. One way to do this is to try and come up with an unrelated object and try to envision this object with the current object. This helps create new connections. Thinking inside the box does this as well. In this process you think of all the existing pieces to the product, describe the characteristics of these components, chose one of the following techniques (Subtraction, Multiplication, Division, Task Unification, and Attribute Dependency), apply the technique to one component or attribute at a time, then decide how this could sell, to whom, and what the benefits are. Another way is using metaphors to describe the features or product and different trigger techniques.
In class we had to conduct this exercise with our previous problem. Our team had a difficult time coming up with this one as we tried to take an unrelated object that the other two members didn't have a lot of background with (hair clip). We found it is much easier to start with an object that everyone knows about. However, through trial and tribulation, we came up with a clip-on portable pocket.
We imagined something similar to this but could clip to the inside of clothing as well:
We then moved into the Business Model Canvas. This is where we generated our hypotheses, tested and pivoted our model as needed.
In this exercise, we used our 1st hypothesis of the clip-on portable pocket and defined a couple of these areas to help determine if it would hold true and prove valuable. This proved difficult as we had mismatching ideas about how we would market our product and gain revenue. This would be an important feature to use if you planned on going into business with a partner to ensure everyone is on the same page moving forward.
Please look for my next blog on how I used the THNK.ORG's steps for re-framing for the insight I found about CACI.
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