Archives for posts with tag: Big Picture

Are you an ‘outside in’ person, or an ‘inside out’?

I’m not talking about advanced forehand strokes in tennis here; I’m talking about how you approach things in the world of work and life.

I’m an outside in kinda guy. I like to start from the outside, getting the big picture, understanding the whole, before I work my way in to the specific problem or task at hand. I do this because I need the context first. I need to know how what I’m trying to do connects with and affects the other pieces of the big picture. I find it difficult to do something in isolation.

Lots of people are inside outers of course. They move in the opposite direction to outside in folk and I suspect they also have different personalities, different jobs and different ways of working. They don’t need the context, they don’t want outside factors to impair their judgement, and away they go.

Both approaches have their pros and cons though, and I also suspect each type of approach is better suited to a particular job.

Which are you, an inside out person or an outside in?

Joined up marketing is what you really want to do in B2B, but it’s actually quite hard to do. It needs a lot of deep thought before you start executing.

The temptation – especially when you have monthly demand generation and pipeline targets to hit – is to take a scattergun approach and puts loads of stuff out there and see what sticks. You can get into a cycle, or perhaps it’s a rut, where you have to get content out there and rather than pause for a week or two and get your strategy tightened down you fire ahead and keep pumping out material.

Notice that I’m not talking about closed loop marketing, though that’s a pretty good approach too.

What I mean by joined up marketing is that your messages appear joined up to your customers. They understand how the messages fit together because you zero in on a certain aspect or message, and then zoom out to show how each aspect fits into the overall picture. You give your customers context, and they understand the buttons they need to push to get the impacts they need to solve the problems you have helped them identify.

To do this right, you have to get your big picture sorted, as well as the component parts that make up your big picture. It’s worth it in the long run though, because with a joined up approach each element reinforces your overall positioning, your stance on the world, the difference that the market acknowledges you make.