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11/17/2016
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Marketing Kata
presented by Joe Dager of Business901
"Kites rise highest against the wind - not with it." - Winston Churchill
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Sales and Marketing have never been
against systemizing the process.
They have been against being
systemized by the process.
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Vision Target
Condition Current
Condition Obstacles Challenge
1 2 3
4
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Effective Visions have Accuracy
Not Just Imagination and Appeal. Events (Reactive)
Patterns (Adaptive)
Structure (Creative)
Mental Models (Reflective)
Vision (Generative)
Levels of Perspective From the work of Daniel Kim
Current Condition
(Vision)
Challenge
Target
Practice
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Challenge
Understand the Direction
Mental Model
Reflective
Events
Patterns
Structure
Mental Models
Vision
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Check Act Plan Do
John Boyd’s OODA Loop
Current
Conditions
Understand the Present
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Events
Reactive
Events
Patterns
Structure
Mental Models
Vision
Target Condition
Understand the Next Step
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Structure
Creative
Events
Patterns
Structure
Mental Models
Vision
Kata
The Art of
Deliberate Practice
“No goal, regardless of how small, can be achieved without adequate training.” Taiichi Ohno
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Patterns
Adaptive
Events
Patterns
Structure
Mental Models
Vision
Events (Reactive)
Patterns (Adaptive)
Structure (Creative)
Mental Models (Reflective)
Vision (Generative)
Levels of Perspective From the work of Daniel Kim
Current Condition
(Vision)
Challenge
Target
Practice
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Events (Reactive)
Patterns (Adaptive)
Structure (Creative)
Mental Models (Reflective)
Vision (Generative)
Levels of Perspective From the work of Daniel Kim
Current Condition
(Vision)
Challenge
Target
Practice
SDCA
CAP-Do EDCA
PDCA
CA
P-D
o
SDCA
People SDCA
Process (Platforms)
SDCA–PDCA-EDCA
Product/Service SDCA
Place (Markets) SDCA-PDCA-EDCA
Challenge Current
Condition Target Path
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Vision Target
Condition Current
Condition Obstacles Challenge
1 2 3 4
Back of Card:
1. What was your Last Step?
2. What did you Expect?
3. What Actually Happened?
4. What did you Learn?
The Five Questions
1. The Kickstart Question – What’s on your mind?
2. The Awe Question – And What Else?
3. The Focus Question – What’s the Real Challenge for You Here?
4. The Foundation Question – What do you want?
5. The Lazy Question – How Can I Help You?
6. The Strategic Question – What Are You Saying No To?
7. The Learning Question – What Was Most Useful for You?
The 7 Essential Questions
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1. What jobs are people trying to get done by hiring our products/services?
2. What are the eventual outcomes by doing these jobs?
3. Is this the primary job?
4. Is it one step in a chain of jobs?
5. What are the jobs that lead into this?
JTBD (Job-to-be-done) Interview Exisitng Customers, New Products (7 Essential)
New Customers, New Products (JTBD)
Exisitng Customers, Exisitng Products (Coaching Kata)
New Customers, Exisitng Products (7 Essential)
And What Else?
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Marketing Kata presented by
Joe Dager of Business901
Explore
Do
Check
Act
Standard
Do
Check
Act
Plan
Do
Check
Act
Check
Act
Plan
Do
CA
P-D
o
SDCA (Current State)
People SDCA
Process EDCA–PDCA-SDCA
Product/Service SDCA
Platforms EDCA-PDCA-SDCA
