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The 7 Secrets

Feel like your business is drifting?

Let us help you form a strong, customer-centric strategy that will kill your competitors.


The Wildly Insane Goal (WIG)™

Creates a single statement that explains exactly what you’re about. Someone once quipped that if you can’t do this, your business is probably illegal. Or irrelevant. We can help you find your WIG and start creating the future.

Deep Water

Reveals customer insights — the true emotional drivers of why people behave the way they do and more importantly, the underlying beliefs that form those emotions. A couple of key customer insights explain why Chick-Fil-A has recently taken huge market share away from KFC. Or is it KGC?

Three Gifts

Breaks down what you offer your customers into what you help them get done; how they feel when they use your products and services; and what using your products and services says about them. If you don’t know the difference between these, you’ll have a hard time designing any marketing or communication piece.

Strengths Map

Visually shows how you will be competitive in your market. You will be a winner if you deliberately stand out with 1) what you give to customers; 2) how you and your customers get things done; 3) how your business looks and feels; and 4) how you get paid.

Battle Plan

Here’s where the rubber meets the road and your insights and strengths turn into actionable strategies. Like mini-WIGs, these focus you on what’s critical to get done and also let you validate your strategies with your customers.

Dance Moves

Answers the deceptively simple question, “What do you want customers to experience?” Also breaks customer experiences down into time periods: before the have your product and service, during the time the use your product and service, and afterwards. 

The Numbers

Finally! A safe place for accounting and engineering personalities. Translates all your strategy work into a financial model that generates profit. Your banker, lawyer and CPA will hug you when they see how the numbers make sense in the context of your customer insights, competitive stance and customer experiences. 


Put the 7 Secrets together and create a winning plan now.

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