In my previous post on Lean Six Sigma marketing , I had stated Explore, the data to identify a cause and effect relationship between variables., was the 3rd step in building a Lean Six Sigma marketing 
process. I also stated that in the Duct Tape Marketing planning system that the Remarkable Story and Product or Service Innovation coincided with the definition of Explore.
How is that possible? At first glance, I saw little synergy between these items but when you accept the fact that you are still in the strategic stages of the development of the marketing plan, the relationship starts coming together. The data to identify a cause and effect relationship between to variables can be simply put as Customer Needs and Your Solution. So, your product/service innovation must directly relate to solving the customers needs. Nothing more and nothing less. Spending time in understanding this market opportunity and more specifically as they apply to customer requirements is imperative. We must not forget to explore and evaluate these opportunities against our competitor’s offerings.
After that, we would translate the product offering into a Remarkable Story that must be customer centric and fit the organizations processes and culture. In telling that story, we must commit to something that would differentiate ourselves from our competition. It needs to be powerful and with the ability to quickly communicate that message. We must also devise and offering at each stage of our sales funnel. Specifically describing the offering in detail so that the conversion process can be flawless.
Can everyone in your organization tell your story? Does each and every person that is part of your sales funnel know what the specific offerings are throughout the entire process? Do they all know the next step?
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