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:
- Frame Your Strategy
Ground everything in a clear marketing objective and ensure your A-ha Moment will resonate with the right audience. - 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. - 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.