In this disruptive world, we no longer have the luxury of setting a strategy every year or two. We now live in a constant state of strategy innovation. But how is this possible? The answer is ‘lean marketing’.
The handbook itself is a simple marketing plan that can be easily adapted for a variety of small teams. It has three main sections that work together, including:
- Plan: committing to a series of outcomes which is done by planning and documenting
- Act: once teams know what they are working towards, they then test hypotheses to determine success
- Iterate: using data analysis and insights, teams can now iterate to improve their plannings and actions