The discussion of the Audience can take many forms. If an R&D manager is going to produce a Thingummy for my customer, then they need to understand something about that customer. If my client is going to talk to their boss about X, Y and Z, then I need to...
As already mentioned, when the contact with the Audience is indirect, I am not so much concerned with detailed plans as with providing support. What resources will best enable my direct client? It’s a good idea to review the possibilities before I meet them to discuss...
In explaining the O.A.R. tool, I contrasted it with MAP. Since I do not have direct contact with the Audience, my focus is on motivating and enabling my direct client, who has. I therefore discuss challenges that we share, before getting into any detailed conversation...
When my direct client interacts with, or does something on behalf of, my indirect client, they’ll have certain ideas swimming around their head. They will have a sense of purpose. This could be strong, and crystalised into a well-defined set of objectives, or it could...
