In this stage we’ll develop a rock solid foundation that we can build a Growth-Driven Design & Modern Marketing process on using the following steps:


It is much easier to hit a target when you can see it right out in front of you, isn’t it?


We will help you develop or revise your vision using a method that is based on years of experience and best practices.

A vision provides a high level view of the opportunity, how you are going to pursue it, and the challenges that you will need to overcome. It captures the essence of what you want to achieve - the critical information your team bust understand to develop and maintain a winning marketing strategy.

Business Model & Content Strategy

Your business model represents the foundational elements of your business. In order to market your business effectively it is critical that we have a good understanding of your business model as this will help us define the content strategy. We will clearly articulate, develop  innovate and pivot your business model if necessary. We will also continue to validate and  it refine over time.

We will help you design a content marketing strategy for the long term. Content marketing usually takes 3 - 6 months to kick in fully but it can help you to build a much larger and more loyal audience then advertising alone. In fact a lot of companies dial back their ad spend once content marketing has kicked in so that they can re-invest that budget somewhere else. It is critical to have a good strategy if you want traffic from the search engines.

In this stage we will define your North Star Metric, the metric that rules all others. 


Breakout companies serve lots of different kinds of buyers. And buyer personas represent those very real people who need your product. Well defined personas allow your entire team to empathize with your customers pain points and better understand their needs.

First we will discover who you think your buyers are. Next, if you have existing customers, we will run their email addresses through some tools to find out who your buyers actually are.

What you will find different about this process and all others going forward is that we work first on assumptions when we don’t know, but then we verify it with data as soon as we can.


Knowing what works and what doesn’t for your competitors in online marketing can give you an edge. You will often find a sweet spot keyword that works just for you and that is wide open for the taking.

We have a prioprietary domain score system that shows you exactly where you stack up against your competition in the online world. 

Click the button below to watch a competitive analysis of job search websites. 

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Fundamental Assumptions

Using what we've learned in all of the previous steps, you can now start forming some fundamental assumptions about your users.

Some examples of fundamental assumptions include:

  • Value propositions for each product, service and offer
  • The various locations and devices users will be accessing your website from
  • What information your users are looking for

 These fundamental assumptions will help you explain the behavior and motivations of your users and will be influential in both the global and page strategy and also future Growth-Driven Design cycles.

Keyword Analysis

After we understand who your customers are and their fundamental assumptions, we will help you to create keywords that your buyers will use. Most people think of keywords with regards to SEO, but it is so much bigger than that. People use keywords to find your website organically, via advertising and social media hashtags.

We use Podio and other tools to calculate and grade the keywords based on what you can actually realistically rank for. 

Quantitative Research - Website & Analytics Audit

It’s time to start digging into the data. Perform a quantitative audit of how the existing website is performing, reviewing what is, and is not, performing well, where users are dropping off, etc.

Qualitative Research - User Research

After we have identified some of the areas of opportunity though your audit, the next step is proactively reaching out to your existing users to learn more about them, gain a better understanding of who they are and find ways to improve.

As we're collecting new user research, it will help us validate the assumptions we put in your original persona profiles and will likely give us additional information to include.

Global & Page Strategy

The last step in the strategy phase is to develop both a global strategy for the website as a whole and a specific page-by-page strategy for each major page on the site.

Both the global and individual page strategies should incorporate all of the previous steps and lay out a detailed strategy of exactly how to best engage and influence the user to best attain your goals.


Strategic goals are measurable results that will help you achieve your product vision. Defining goals enables you to weave the "red thread of strategy" throughout your road mapping process. Every sprint we you plan will have a purpose of driving towards one or more of your goals. Deliverables will be directly linked to the goals they impact. Linking sprints and deliverables to goals ensures that your marketing team is working on what matters.


Initiatives are often achievable within 14-45 days, but sometimes can be longer term. They are the first part of breaking down your goals into smaller chunks.


In getting to a destination it is always helpful to have a roadmap. 

With growth-driven design we follow a very structured roadmap that has proven time and time again to provide the fastest growth for companies. 

It focuses your and our efforts on specific areas at appropriate times. 

For example, you want a decently sized audience before you start testing conversion rates. So we always start with Audience after the Launch phase.