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How DoesGraham McInnes Work?

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Determine The Units of Measurement1

The Marketing function begins with the determination and discovery of the units you will be using for measurement. Each

industry places particular value on differing units of measurement and although those differences are important, the process of determination and measurement is quite

similar.

Map Out Process Flow2

Each business can be mapped into a series of process flow diagrams each outlining a fundamental transaction. Mapping out process flows is an eye

opening discovery for most people and allows them to see their own business in

a way that they have never seen it.

Manipulate Touchpoints3

Then, with maps outlining the fundamental processes, the next step is to create a list

of the relevant 'touch points' that the business has with their customers. When the touchpoint list is complete, the next

step is to inventory and evaluate each point for effectiveness relative to the overall goal of manipulating our units of measurement.

Evaluate, Learn, Refine4

Finally, the last step is where the real fun begins.

Evaluate, Learn and Refine.

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www.graham-mcinnes.com

Inspired by Tom Peter’s WOW! Project