WRKSHP ™ Framework: Define the Big Problem That You Solve
Justin Michael, Julia Nimchinski · 2022
Sales engagement platforms were trying to build a new category in 2011–2015 but reached the cusp of peak adoption in 2020. In 2011, they started with a problem, and they began to market and hammer away at it even before the customers were ready to adopt a solution. Perhaps they could have found a trend or problem that was very down-to-earth, not obvious, but real for their ideal customer profile. This chapter expands WRKSHP framework into an entire reference work on its own and presents some themes and principles to get us thinking about “brand disruption”. Competitive analysis is paramount in assessing markets and where we seek to dominate. We need to do more than just understand our position in a nouveau grid.