From the toolbox to decisions

Contents, channels, the intersection with generations, the TIMER filter, the 80/20 principle: the tools to act on the market and to decide where to invest energy.

From concepts to tools

In the first article of this series we looked at the landscape: how the public moves, which business models we belong to, which psychological levers guide the purchasing decision, how the generational lens modulates everything else.

Now let's go down a level and talk about Tools.

To orient yourself, it is not enough to know that Instagram, TikTok and LinkedIn exist.

Two shopping lists: contents and channels

Let's start with inventories, because without an inventory nothing can be planned.

The first list is the content you can produce. network.

The second list is that of distribution channels, that is, where you get that content to the public. sector fairs, networking, gatherings.

Two operational notes on the relationship between these two lists.

The first: there is no rigid exclusivity between content and channel.

The second: each channel has its own preferences. changing.

An observation worth making: out of eight distribution boxes, only one — physical events — is offline. of conversion, weeks of digital work.

The intersection: generations, channels, contents

The two shopping lists intersect through the generational lens that we saw in the first article.

To the Boomers (1946-1964) you speak mainly through email, physical events, print, television.

Talk to Gen X (1965-1980) through Google, Facebook, email.

Talk to Millennials (1981-1996) through Instagram, Google, LinkedIn.

Speak to Gen Z (1997-2012) through TikTok, Instagram, YouTube.

Distribution, in other words, is the choice of where to put your time and money.

One note: This doesn't mean you have to be on all channels for all generations.

The TIMER filter: five dimensions to decide

At this point you have the two shopping lists in front of you, you cross-reference them with the generations, and you find yourself with a potentially very wide range of options.

The framework we propose is called TIMER.

Time — time.

Identity — the identity. usually produces involuntary downward repositioning.

Money — money.

Energy — energy. entrepreneur.

Reputation — the reputation. precedents.

How do you use the TIMER in practice?

A concrete example, taken from the webinar. out of five.

This does not mean that the channel is absolutely wrong.

The 80/20 principle: where to focus your effort

The TIMER is used to decide whether or not to do something.

The answer lies in a principle that is almost a century and a half old and which has been observed in so many contexts that it deserves the status of an empirical law. generate revenue, to content that generates engagement.

The 80/20 principle says that, in many unevenly distributed systems, 20% of the causes produce about 80% of the effects.

There is a second, even more selective level that is worth considering. potential.

Translated operationally, the 80/20 principle has two concrete implications for companies in our sector.

The first: identify your 20%.

The second: concentrate your energy on your 20%.

A note of balance. engagement, you must have the commercial structure to process the engagement it generates.

Towards the next article

We now have everything in hand: the concepts that describe the market (first article), the tools to act on it (this article).

The process is the topic of the third and final article in this series. a visionary — of how this process produces real results in our businesses.