CMO of 2024 - The secret to irressitible marketing. Do you know what sets the most successful strategies apart.

Brainstorming.. No!

Brainstorming - a familiar term for most of us, and something we've likely been a part of at some point. I know I have.

Brainstorming relies on intuition, the knowledge of the existing team members involved, and its results can often be unpredictable and hard to replicate.

So, what can be a more structured approach to our thinking?

TRIZ – is your solution!

What is TRIZ?

TRIZ stands for the Theory-of-Inventive-Problem-Solving, and it's based on logic, data, and research, rather than pure intuition.

A Brief History of TRIZ:

TRIZ, or "Teoriya Resheniya Izobretatelskikh Zadach" in Russian, translates to the "Theory of Inventive Problem Solving" in English. It's a systematic and structured approach to solving engineering and innovation problems. TRIZ was originally developed by Genrich Altshuller and his colleagues in the former Soviet Union in the mid-20th century. The core premise of TRIZ is that innovation and problem-solving can become more efficient and effective by identifying and applying principles and patterns common to inventive solutions across various domains.

For a more in-depth knowledge of TRIZ, you can check out this link to dive into the essentials of this methodology: Link to TRIZ Essentials

Why CMO's Use TRIZ Methodology for Their Strategies

The principles of TRIZ, including ideality, inventive standards, and the 40 Inventive Principles, are versatile and can be adapted to various problem-solving contexts. They have found successful application across many fields. TRIZ offers a structured approach to creative problem-solving, enabling individuals and teams to think creatively and find innovative solutions to complex issues.

Incorporating TRIZ into your problem-solving toolkit can lead to breakthroughs in strategy and innovation across various industries.

In the context digital marketing:

Problem Statement:

The challenge at hand is how to enhance the efficiency of your inbound marketing efforts.

Here are steps on how to apply TRIZ principles:

Step1: Identify the Problem

Begin by pinpointing the specific challenges or areas that need improvement within your inbound marketing strategy. For example, you might be facing issues with lead generation through your website, or perhaps you're finding it challenging to convert leads into loyal customers.

Step2: Su-field Analysis

To gain a comprehensive understanding, utilize Su-field analysis to deconstruct the problem into its fundamental components. Take a step back and think about the bigger picture. Consider the intricate interactions between various marketing elements, such as content, website design, social media, and lead generation.

Step3: Contradiction Matrix

Leverage the Contradiction Matrix to identify any inherent contradictions within your marketing strategy. For instance, you may encounter a contradiction between the desire to attract more leads (which is a good thing) and the approach of publishing low-quality content frequently (which is detrimental). Here's another example: while segmentation is beneficial for personalized content (a good practice), generalized content can be detrimental.

Step4: 40 Inventive Principles

Now, apply TRIZ's 40 Inventive Principles to generate innovative ideas for improving your inbound marketing. For instance, consider principles like "segmentation" (dividing your audience into specific segments for more targeted content), "simplification" (streamlining your website's user journey for enhanced lead conversion), or "self-serve" (providing a how-to guide or an online content library).

Step5: Ideality

Set your sights on ideality within your marketing strategy. Picture the ideal scenario where your inbound marketing is exceptionally efficient. What would this look like, and what features or processes would it involve? Use this vision as a guiding light for your strategy improvements.

Step6: Inventive Standards:

Examine TRIZ's inventive standards, such as "reliability" and "reversal," to spark enhancements in your marketing approach. For instance, ponder how you can make your marketing efforts more reliable in delivering results or perhaps reverse your approach to better attract and convert leads.

Step7: Experiment and Implement

Once you've generated innovative ideas and strategies, put them to the test in your marketing campaigns. Monitor the results and collect data to gauge their effectiveness. Stay prepared to fine-tune and adapt your approach based on the outcomes.

Step8: Continuous Improvement:

In line with TRIZ's principles, foster a culture of continuous improvement. Regularly evaluate and reevaluate your inbound marketing strategy. Be ready to apply TRIZ principles as necessary to adapt to evolving market conditions and the changing needs of your customers.

Let's look at another example.

In the context of Brand Strategy:

Problem Statement:

Imagine you're at the helm of a leading lubricant brand, and you've set your sights on expanding your brand presence and capturing a greater market share in a new region or country.

How can you elevate your brand strategy?

To improve the brand strategy for a lubricant brand using TRIZ methodology, you can follow a structured approach in four steps:

Step 1: Identify the Problem and Key Parameters

Start by pinpointing the specific challenges or areas that need improvement within your current brand strategy. This could include issues like a lack of brand recognition, insufficient customer loyalty, or a smaller market share.

Define the key parameters related to your brand strategy, such as brand awareness, customer engagement, competitive positioning, and market penetration.

Step 2: Su-field Analysis

To gain a comprehensive understanding, deconstruct the problem by identifying the components involved in your brand strategy. This may encompass elements like marketing channels, target audience, messaging, and the competitive landscape.

Delve into the interactions between these components to uncover the root causes of the issues.

Step 3: Apply TRIZ Principles

Put TRIZ principles to work to generate inventive ideas for enhancing your brand strategy. Here are a few examples of how you can apply TRIZ principles to specific challenges:

Principle 1: Segmentation – Divide your target audience into segments and tailor your messaging to cater to the unique needs and preferences of each segment.

Principle 25: Self-service – Develop online tools or resources that empower customers to identify the right lubricant solutions for their specific requirements, thus enhancing their overall experience.

Principle 39: Inert atmosphere – Construct a branding strategy that positions your lubricants as environmentally friendly or 'clean,' highlighting their eco-friendliness and reduced emissions.

Step 4: Implement and Evaluate

Roll out the innovative strategies and changes you've developed based on TRIZ principles.

Continuously monitor and evaluate the impact of these changes on your brand strategy. Utilize key performance indicators (KPIs) such as brand recognition, customer engagement, sales growth, and market share to gauge the effectiveness of these improvements.

Stay attuned to customer feedback, analyze market trends, and remain ready to adapt and refine your brand strategy as necessary.

By following these four steps, you can harness the power of TRIZ principles to enhance your lubricant's brand strategy. TRIZ encourages innovative thinking and structured problem-solving, enabling you to tackle challenges and fortify your brand's position in the market.

In Conclusion, TRIZ is an invaluable tool for marketers seeking to transcend traditional brainstorming and explore innovative possibilities within their respective fields. It's a methodology that underscores the significance of data-driven decision-making, emphasizing that in the realm of marketing, #DATA is the new-life-line of your business.

Reference:

"Difficulties in Marketing Management"

"40 Inventive Principles for Business"

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