What a fascinating project and article, Don! My mind is blown at the thought of using the structure of a sonata to inform the marketing strategy for a product launch. And it’s got all my gears spinning for my own marketing efforts! I’d love to hear more about how this translates into the on-going marketing work, post-launch (e.g. continuing to find new clients but also retaining the existing ones). I also wondered what musical structure looks like in non-Western cultures: where it’s similar and where it’s different. I need to go back to school!
The short answer as to how it translates is: we now have a foundation for how we'll message, but that will definitely evolve a) as the product evolves and b) as we test new channels and messages. Specifically, I expect we'll do more targeting of new users as the product develops, vs. focusing on existing users where we're currently focused post-launch.
What a fascinating project and article, Don! My mind is blown at the thought of using the structure of a sonata to inform the marketing strategy for a product launch. And it’s got all my gears spinning for my own marketing efforts! I’d love to hear more about how this translates into the on-going marketing work, post-launch (e.g. continuing to find new clients but also retaining the existing ones). I also wondered what musical structure looks like in non-Western cultures: where it’s similar and where it’s different. I need to go back to school!
Love to hear it, Lynnae! And good questions all!
The short answer as to how it translates is: we now have a foundation for how we'll message, but that will definitely evolve a) as the product evolves and b) as we test new channels and messages. Specifically, I expect we'll do more targeting of new users as the product develops, vs. focusing on existing users where we're currently focused post-launch.
Perhaps some fodder for a future article!