If you’ve been following along with us, you’ll know how crucial we believe the “A-ha Moment” is when developing a successful marketing strategy.
That single moment of clarity can be the spark that makes your product launch not just good—but unforgettable.
At Mortar, we use a simple 5-step framework to help teams like yours uncover that A-ha Moment and leverage it to engage your audience.
Step 1 –
Lay the groundwork in a workshop designed to bring out your team’s best insights.
Here’s a sneak peek at what we do:
- Start with the Market & Your Team
Review the market, talk to key stakeholders, and conduct one-on-one interviews with your target audience. Then, gather your team for a workshop aimed at finding that one, powerful insight that’ll make buyers say, “This is exactly what we need.” - Get Creative
Use techniques like Edward de Bono’s 6 Thinking Hats or role-playing exercises (imagine your CEO pitching as if they were the head of your biggest rival!). These methods spark the game-changing ideas that set you apart. - Chase Alignment with the Postcard Exercise
Before wrapping up, ask everyone to write a “postcard” to their target audience, focusing on what makes them unique. This simple exercise clarifies the approach that will resonate most.
By the end of the session, you’ll have the insights you need to identify your A-ha Moment. And trust us—this process works.
We’ve seen it redefine entire categories, like helping a leader in classroom hearing evolve from Soundfield Systems to Active Learning Systems.
If you’re ready to make your next launch unforgettable, let’s connect. we’d love to help you create a campaign that’s powerful, deliberate, and designed for maximum impact.