Okay, that was a bit provocative, but we want to make this point: wise leaders base their decisions on many inputs. Steve Jobs was famous for running a wildly successful company almost entirely on his personal visions, but he was the exception, not the rule.
The rest of us need to think through things — collaboratively — before we make big decisions. That’s why Jell prefers to work with clients who value research, analysis, and discussion over personal opinion.
It doesn’t matter whether you’re a startup, a corporation, or a not-for-profit. You want the attention of your target audiences, but so do many others. Those audience members can choose to pay attention (or money) to you — or to someone else. It’s that simple.
That’s why competition is always on our radar. Designing communications without deep knowledge of and respect for the competition is a waste of everyone’s time. You may have already analyzed the competition in your area. But in our experience, you can’t do it enough, and there’s nothing like fresh eyes.
Are we Darwinian? You bet, but we’re not so glib as to confuse the process of natural selection with the process of creating success. Natural selection is a long, slow process based on lots of tiny accidents and random events. It’s a beautiful and powerful process, but none of us have time for that.
Our job is to speed and skew the selection process — in your favor — by designing a better position for you in the market. And that means one-upping (or two-upping) the competition. In a nice way, of course.
What do your customers, clients, or donors think of your brand? How about your employees or fellow team members? Are all these groups of the same opinion? Would they score your offerings positively or negatively? Would they recommend your brand to others? If not, why not?
And if you think you have the answers to all those questions, what makes you so sure? Do you actually have the data in hand?
That’s what qualitative research is all about: discovering the data — and describing your brand’s human ecosystem — in a systematic and objective way. Jell excels at designing and executing qualitative research that clarifies muddy waters, drives consensus, and guides better decision-making in critical rebranding engagements.