You've got a brilliant idea. Everyone agrees it could work. So why has it become the project nobody wants to hear about anymore?

We dissect our Pitch Provocations method and package it up as a Go To Market Sprint that compresses 12 months of market learning into 3 weeks.

We use a real agency case study to work out how to explain what we do (and realise we forgot to check how the story ended). This is strategy consulting behind the scenes: the wrestling match between method names and outcomes, the challenge of writing your own testimonials, and the uncomfortable question of whether "go-to-market" really means anything much to anyone.

Plus: an unexpected musical interlude courtesy of a mobility scooter with a sound system.

Some of the stuff we talk about:

• How good ideas turn into millstones and what can break the cycle
• Why traditional market research creates reports nobody acts on (and what works instead)
• The 12-month learning compression: how Pitch Provocations actually delivers on this promise
• Micro-projects vs. mega-builds: throwaway experiments that people actually want to do
• Customer interviews as enjoyable therapy sessions (both sides enjoy them)
• Why Go To Market means different things to a startup founder vs. a corporate messaging lead
• The estate agent's gambit: give away an 80-page instruction manual and see who still hires you
• How to get teams generating their own ideas instead of nodding politely at yours
• You can't write the ending of a case study if you don't know how it actually turned out
• Common sense thresholds: when does a micro-project stop being micro in your context?

The bit about us being bad at this:

We struggle in real-time with packaging our own work, forget to follow up on crucial details, and can't quite nail whether we're selling a method or a result. It's real, it's rambling, and if you've ever tried to explain what you do for a living, you'll recognise the feeling.

For consultants packaging expertise, product teams sick of "build first, ask later," and anyone who suspects their next big project might quietly become the thing everyone dreads discussing.

References:

• Pitch Provocations (Crown & Reach) - intro in episodes 007-009: https://shows.acast.com/triggerstrategy
• Multiverse Mapping - https://multiversemapping.com
• The "4U" framework: Unpack, Undergo & Unfold Uncertainty
• Ritual Dissent (Dave Snowden) - https://cynefin.io/wiki/Ritual_dissent
• Innovation Tactics deck (Pip Decks) - https://pipdecks.com/products/innovation-tactics

Contact:

[email protected]

Find out more about us and our work at crownandreach.com

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