Author Archives: Ben
October 31st, 2024

Step 2: Capture and Condense—Turning Insights into Actionable Briefs & Creative Ideas

If you’ve already read Step 1 in our A-ha Moment series, you know how essential it is to lay the groundwork for a breakthrough.

Now, let’s dive into Step 2: taking those insights and turning them into something actionable.

This is where the magic happens—capturing everything we uncovered in a one-page brief and distilling it into that one powerful A-ha Moment.

At this stage, the goal isn’t to be overwhelmed with too many revelations, but to focus on that one perfect insight that shifts perspectives and drives action.

Here’s a glimpse of how we do it:

  1. Frame Your Strategy
    Ground everything in a clear marketing objective and ensure your A-ha Moment will resonate with the right audience.
  2. Key Insights
    Take what you’ve learned, and capture it in one sharp Strategic Decision—what is the one clear choice that defines your unique value? This will guide your A-ha Moment.
  3. The Narrative
    Tie everything together with a short story that makes your insights and A-ha Moment resonate. Think of it as your campaign’s guiding light.

One example?

We recently worked with Lattice to help them position their People Success Platform.

The A-ha Moment came when organizational leaders realized they needed a better way to adapt to today’s workforce.

This wasn’t just a tool; it became a business necessity.

Once you’ve nailed down that A-ha Moment, everything else falls into place—creative development, messaging, everything.

And that’s when you’re ready to turn insights into action.

October 23rd, 2024

Mastering the Aha Moment: A Simple 5-Step Guide for New Product Launches

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:

  1. 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.”
  2. 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.
  3. 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.