Everybody has good ideas. It's how we package them up that matters.

Posted on by Laura Hamlyn

I attended a great conference in Orlando. SiriusDecisions is a corporate consulting group focusing on aligning corporate and product marketing with sales. They're famous for their "frameworks." All of their researchers and subject matter experts package up their best thinking into a capsule that has an interesting name like Messaging Nautilus--and the story is told graphically--with real density. And these "frameworks" are meant to last longer than a blog post or tweet. They're durable approaches to marketing that are updated over time.

SiriusDecisions Summit 2014 Messaging Nautilus discussion in Orlando

SiriusDecisions Summit 2014 Messaging Nautilus discussion in Orlando

I know a lot of businesses package up and name their approach to creative work or marketing. But I'd love to see even more of their thinking. What are your fundamental beliefs and how can you build them out into a framework that others can use? You probably have pieces of ideas spread out in presentations or notepads around the office. You've just never congealed them into a structured, repeatable approach or robust insight.