Account planning is science and intuition combined in order to come up with a strategy on how to take the business where it needs to go. At its essence, the following steps are necessary to glean the right information to get to the correct strategy. It’s simple: just follow our road map below.
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1
Find the real problem and state it succinctly, interestingly
2
Find a deep human insight – hit a nerve
3
Find what’s truly unique and motivating about the brand/product (one thing can suffice)
4
Link the insight and brand/product truth to a simple strategy statement
5
Try to flip the perspective on the issue/brand/product/person with your core strategic idea
6
Do it as a team – talk it through