We have carefully translated our principles into a structured process. The visual below broadly depicts our approach to evaluating product opportunities and for helping our portfolio companies build strong brands.
 
The left side, Phases & , deal with the empirical or fact-based side of the business.
The right side, Phases  & , address the planning and execution aspects of
the go-to-market. 

 

Phase

A deep understanding of the existing Customer, Brand and Market information is collected, analyzed, and conclusions are drawn. A planning Framework is created to serve as the basis to target different segments and create the requirements for products and services. Typically this is employed to develop a Portfolio Strategy or the ability to create unique offerings to the various market segments. This also permits a deeper competitive assessment and trend overlay. 
 
Phase

Guides the long term strategic decisions and resource allocations by choosing who
you want to serve, which benefits will be offered (against which needs), what intangible assets should be developed, how competitive advantage will be protected and extended, and what competencies (and supporting skill sets) are necessary for success. Plus the metrics of success must be determined in this phase (e.g., what level of trial, target satisfaction, etc.) so they can be measured in Phase 4.  
 
Phase

It's all about getting it done—the execution. Tactics are actually organized by ‘Strategic Imperatives’ or the initiatives required to advance the strategies. Therefore, tactics are not addressed individually; rather a proprietary process links the tactics to specific activities, the resources necessary, the time frame for completion, and the person responsible. This allows for a simple and clear management tool to evaluate progress and identify roadblocks. 
 
Phase

Deals with feedback and progress versus your benchmarks or goals. This is done
at two levels: external metrics (e.g., sales, trial, awareness, etc.) and internal measures
(e.g., satisfaction, value for the money, willingness to endorse or recommend, likelihood to
try other offerings, etc.).
 
Overall, the mobius process encourages a disciplined go-to-market approach. Used annually
in planning and quarterly in review of tactics, this method has been broadly embraced by senior leaders as well as project managers. This permits all layers of a company to have the same view of expectations and priorities.