A friend recently asked me what I’d write about if I were to write a book. Context! I said without a second thought. Which surprised even me. Where did that come from?
But on further thought it makes sense. Context is so often missing in our thinking. We get deeply entrenched in our storylines, without really questioning how or why we got there, which leads to all kinds of problems and missed opportunities, whether it’s personal or professional. (Or political. Not going there, but worth keeping in mind.)
Taking context into consideration is transformative. As a new brand campaign for Bloomberg Media puts it, “Context changes how you see things. Context changes how you change things. Context changes everything.”
That’s why exploring context is an exercise we should all be doing more often.
“Why is that, and so what?”
When we’re working with a client to shape a story that wins, understanding context for their product and markets is a cornerstone of the process. We start at the most macro level, pushing higher and broader by asking questions like “why is that” and “so what”? (This can get complicated fast and kind of break your brain, but we’ll talk about simplification another day.)
In any case, just because it isn’t easy doesn’t mean it’s not worth doing. Kind of like pushups. You do them because nothing else gives you the result. You go through the exercise of contextualizing because it reveals patterns, trends and truths that would otherwise be hidden, resulting in a far more powerful, resonant and maybe surprising story.
You may:
- See your business, or product in a whole new light
- Seize opportunities you didn’t know you had
- Separate the must-haves from the nice-to-haves
- Bring into focus a portfolio strategy, with implications for future products
- Uncover a category-driven strategy
Doing your context pushups pays off. And you don’t have to sweat it on your own. We’re here to help you get your story in shape for the win.
