Reinventing Virtual Events

CHAPTER 19WRKSHP™ Framework: Define the Big Problem That You Solve

HYPCCCYCL

As a go‐to‐market (GTM) agency, companies come to us seeking an Event Reinvention™ (ER), and we do it through strategic analysis. Essentially, they want us to consult them on disrupting their brand and “reinventing their virtual events.”

Our proprietary WRKSHP™ pulls the CCC from HYPCCCYCL into a deep‐dive exercise to disrupt your industry as a challenger brand. The Cs stand for Customers, Company, and Competition, assessing your GTM strategy through the prism of these three lenses as you move clockwise around the Venn (see preceding graphic). We aim to unite your genuine customer need with your company's solution to make you stand out inexorably from the competition. We help you win any market by thoroughly disrupting it. At the core:

Instead of starting with your product or solution and building your whole brand and GTM around that (the old way), we are reverse‐engineering the process into customer‐centric insights.

We are trying to understand what prevalent trends resonate with your customers the most. Forget about your solution or what you're selling. Instead, think about the niche that you're playing in. You can hire a user experience (UX) designer/analyst or try to fill those shoes yourself. You'll need to think objectively about what's happening in your industry and what most resonates with ...