The lessons of the welding glove
Posted: Mon Dec 23, 2024 10:43 am
Those crazy welding gloves have taught me a lot. First of all, to share a lot with others and to hope for their (hopefully bone-dry) solution. But in this case also something that goes deeper. Since that conversation, I do not look for strategic inspiration in the industry, product type or with competitors of my client, but precisely in places where the problem in my assignment is the greatest.
I want to find the welding glove, not half-hearted solutions ( looking at you , oven mitts). I have used what I have come to call 'the welding glove' countless times in a project in my work. Especially when I am having a hard time getting out of it myself, the welding glove has regularly been my first step forward. I will give you an idea below (without naming customers).
Finding inspiration
For a brand strategy that had to emphasize email list b2b the humanity of a market leader, I came up with how strong and human Angela Merkel is. And how difficult it must be for a world leader to remain so human. It helped me find a new tone of voice; calmer and interested in the other.
For the go to market of an innovative product that people had a hard time believing in, I found inspiration in the origin of our water barrier. How difficult it is to go from idea to reality. And that 'Dutch Pride' was so important in that and USPs came second. I set up the plan more based on PR and behind-the-scenes insights, not on a classic campaign.
When I was interim manager of a marketing team and was looking for more directness and clear communication, I started spying on the executive secretary. Someone who has to be very efficient with little time. Who can be direct without becoming directive. And so there were fewer and shorter emails with many more closed questions. It brought autonomy and ultimately more trust from colleagues from the rest of the organization.
I want to find the welding glove, not half-hearted solutions ( looking at you , oven mitts). I have used what I have come to call 'the welding glove' countless times in a project in my work. Especially when I am having a hard time getting out of it myself, the welding glove has regularly been my first step forward. I will give you an idea below (without naming customers).
Finding inspiration
For a brand strategy that had to emphasize email list b2b the humanity of a market leader, I came up with how strong and human Angela Merkel is. And how difficult it must be for a world leader to remain so human. It helped me find a new tone of voice; calmer and interested in the other.
For the go to market of an innovative product that people had a hard time believing in, I found inspiration in the origin of our water barrier. How difficult it is to go from idea to reality. And that 'Dutch Pride' was so important in that and USPs came second. I set up the plan more based on PR and behind-the-scenes insights, not on a classic campaign.
When I was interim manager of a marketing team and was looking for more directness and clear communication, I started spying on the executive secretary. Someone who has to be very efficient with little time. Who can be direct without becoming directive. And so there were fewer and shorter emails with many more closed questions. It brought autonomy and ultimately more trust from colleagues from the rest of the organization.