Over the years I’ve worked alongside a variety of innovators, developers and creatives with abundant ideas. And I’ve noticed the challenges most folks experience when developing a product or solution is they get so deep into their ideas they kind of lose track of the market.

They really enjoy making new stuff. But they forget about the market.

Early in my career I was a little shocked to hear marketers snidely described as ‘the colouring-in crowd’ by a few people.

It seemed these outsiders-looking-in were only seeing the more visible parts of our output – brand and campaign presentations – rather than giving us credit for all the analytical thinking we contributed to help a business grow.

But tactics alone won’t grow your business.

It no longer surprises me to hear business owners say they don’t really have a well-documented business strategy. Most of them know it’s a job they need to get done… they just haven’t devoted much time to it because they’re too busy working in the business.

My work with 24 Hour Marketing Plan and 24 Hour Business Plan is motivated by the need for this job-to-be-done in the market. We help business leaders and boards work on the business, designing strategies for the next one, two and three years of business growth.

Businesses that want to win in their market (or at least avoid disruption) need to look outwards. And the right people to help boards and executives really understand the competitive landscape are senior people with ‘market’ in their title.

Jarther+ developed a quarterly review to drive accountability across the team, adapting a mini-audit framework to match the existing marketing strategy. A Jarther+ Case Study for Multinational FSI Organisation Quarterly Reviews

Jarther+ was engaged to guide the development of a simple, repeatable and saleable campaign planning process. A Jarther+ Case Study for a Global FSI Campaign Planning Tool Kit & Enablement Workshop

Jarther+ was engaged to help a team lacked the understanding of the target audience to enter the market with conviction. Jarther+ case study on a Global Software Corporation Campaign Framework/Strategy Workshop

Cut-through in market, increase the number of senior customer conversations and align sales, marketing and customer success efforts. A Jarther+ Case Study for a Global Software Corporation Value Proposition Development Workshop

Jarther+ supported the marketing team in developing an integrated marketing strategy for the public sector, delivered as a combination of strategic thinking, marketing frameworks and team coaching. A Jarther+ Case Study for a Global SaaS Marketing Strategy Workshop

Too often business strategy (at the executive level at least) is reduced to revenue and profit targets. But if you want to drive real growth your strategic approach needs to start with the single distinguishing capability of any organisation: its marketing.

The gap between thinking and doing is becoming quicksand for time-starved marketing leaders. Here’s how to bridge the gap.