What’s Your Problem?
How enhancing your problem-solving skills can make you a better B2B marketer.
The one question that has saved more marketing projects than any other, and how to put it to work.
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Great marketing starts with the right problem.
Over years of working with B2B marketers, one question has helped more people than any other: what’s your problem? It keeps teams away from projects that aren’t connected to a business problem, and it points them to the issue they need to solve, not just the one they want to solve.
The book walks through the barriers that get in the way, from confirmation bias to groupthink, and the techniques that cut through them, including root cause analysis, creative problem solving and the five whys. Then it shows how to ground content planning and execution in a real business problem.
Three things nobody tells you.
How to tell the issue you need to solve from the one you want to solve.
Root cause analysis, creative problem solving, the five whys and Hurson’s productive thinking model.
How to plan and execute content that answers a real business need.
The chapters.
Six sections.
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Steve Goldhaber.
Steve has spent about 30 years in marketing, including 10 years at Digitas and years leading global digital marketing and content at Aon and JLL. He founded 26 Characters, a B2B content studio based in Chicago.
He is also the author of What’s Your Problem?, The Recruiter’s Dilemma and The Two-Oar Recruiter.
More about 26 Characters →Connect with 26 Characters.
The book is about finding the real problem. We help B2B companies solve it with content.