E35 Is your biggest problem lack of time or lack of insight?
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I have no time!
I have turned into the white rabbit from Alice in Wonderland!
Often the first thing we do when we have no time is drop our audience insight work. We need to understand our audience. The world is now too noisy to not lead with insight.
"Our messaging has got to be based on our insight & time. To do that give it some time. It doesn’t need to be a lot!" Ruth Dale
3 AHA moments
- Plan in 'understanding your audience' – safeguard this time. Make it a non-negotiable in your planning.
- Pull in your stakeholder's learning and expertise during the insight stage.
- Respect your audience’s time. Don't waste their time with messages that are not tested or do not resonate.
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