Growth Strategies Toolkit

GROWTH 
 Built for speed and agility? Focused on key growth corridors? Authentically purpose-led? Makes clear choices?
STRATEGY
CHECKLIST Connected to business strategy? Growth initiatives have built-in generosity? Courageous enough to stand out? Built on consumer/competitor insight?
>>

>> >> 05. Check Your

01. Start with why 02. Know Your Market 03. Present Your Value >> 04. Get Focused >>
Foundations

Process inputs Process inputs Process inputs Process inputs Process inputs
• Defining Purpose • Recognising your Customers • Positioning your Brand • Strategic Review • Creative Brief

• Guiding Beliefs • Customer Interrogation: triggers, pain points, • Value Statements • Strategic Radar • 10-phase customer journey review (from

• Stakeholder Value Identification barriers, and drivers • Elevator Pitch • Strategic Alignment awareness to follow up)
• Find your purpose • Defining Distinct Audience Segments • What’s your Why? • Refine Objectives • Joint Venture Partnerships
• ‘A Day in the Life’ of your Ideal Customer • The Ideal Customer Experience

The why • Competitor Audit
Purpose-led companies outperform others, have • What’s Trending in your Category
more motivated staff and deliver value beyond • Finding your Insights
price.
The why
The core question Great growth strategies need to deliver value to
Do your growth strategies link back to your your audience, differentiate you from your
purpose? competitors, and lead, rather than follow, trends.
The core question
What’s the best way to position your business
given trends, customers, and competitors?
• Brand Personality The why The why
• Create your organising idea (connects purpose By definition all organisations have limited It doesn’t matter how effective your customer
and positioning) resources. Those resources need to line up against acquisition campaigns are if your foundational
• Brand Framework the most important opportunities and challenges. customer journey has flaws or your brand(s) aren’t
• The Change Chain easy to shop.
• Challenger Brand Checklist The core question
Are you clear on the most important focus points to The core question
The why present your value to and what action you want that Is your customer journey working for you at every
It’s not how good you are, it’s the perception of audience to take? phase?
how good you are that matters. Give your
audience something to buy into, not just buy.
The core question
Are you clear on your story and does it resonate?

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06. Digital 07. Customer 08. Find Your 
 09. Define 


>> >> >> >> 10. Get Moving
Fundamentals Experience Multiplier Step Change Your Strategy

Process inputs Process inputs Process inputs Process inputs Process inputs
• Ecosystem Audit • What people remember • Innovation Chain • Who we are • Truth Serum & Reverse Engineering
• Web Audit • Defining your Lightning Strikes • Innovation activation • How we’ll do it • Stop Audit
• ZMOT analysis • Define ideal customer experience • Create market space • Content Strategy • Action Sheets
• Content Strategy: funnel development • Creating Market Space • Growth Hacker Checklist • Real-time dashboard development
• Content-led Funnel • Behavioural Economics Checklist The why • SCRUM style sprints
• Website Strategy The why It’s easy to create growth initiatives, but a great
• Performance media test & learn Word of mouth is more critical than ever, making The why strategy makes choices and focuses attention. The why
your customer experience the single most If you’re not innovating faster than the market Having a strategy on a page provides clarity and Strategy without action is a waste of time, while
The why important way to promote your business. Studies you’re losing. The power of your product is the forces choice, serving as the ultimate summary of vigorously executing the wrong strategy can be
If you’re not showing up when it matters in digital suggest it’s possible to cut customer churn by up single most important element of your growth prior explorations even worse. So we move forward at speed,
channels today, you’re just not playing. Unlike to 15%. efforts. developing safe fail tests where required.
other channels, digital enables the opportunity for The core question
rapid iteration low-cost testing. The core question The core question Are you clear on how and where you will grow? The core question
Is your customer experience creating positive word Have you maximised the value in your product and Can you afford to delay getting your strategy into
The core question of mouth? go-to-market strategy? action?
Are you building a digital footprint that will get
your business noticed and continue to do so?

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