The intention for this article is to share the work we’ve been doing to validate a modern approach to a decades old problem. After reading, I welcome your thoughts and feedback for what worked for you.

An industry vertical is defined as a specialized niche where businesses provide products and services tailored to a specific industry, trade, or demographic. Within the~$1T marketing and communications industry, for more than 70 years brands and businesses purchased marketing products and services across two industry verticals, general market and multicultural market.

10 years ago we set out on an ambitious path of forming, building and validating a new industry vertical.  Value creation that reflects the total addressable and serviceable markets.  After more than 50 Fortune 500 (F500) customer engagements testing the new industry vertical, we’ve validated a modern value creation approach to growth acceleration.

Publishing the 2017 State of the Total Market Industry Report was our “flag planting” moment.  We introduced a thesis, a hypothesis, a methodology for validating, conducted research (qualitative and quantitative), shared findings and implications.  For the past 10 years we’ve been testing, learning and experimenting with actual F500 customers.

This month we kick-off knowledge sharing, community building and research for the 2027 State of the Total Market Industry Report.  The amount of collaborative work with client partners and believers it took to get to this far is unconscionable to believe.  

An output from the work is a framework we use to compare industry vertical differences.  The Modern Approach To Value Creation To Growth Acceleration framework below compares the traditional approach most brands and businesses use versus the modern Total Market Industry Vertical.  In comparison it provides timing for when the industry verticals were formed, research and insights methodology, how data is sourced, pros and cons for each industry vertical.

A Key Learning.

 The Total Market Industry Vertical and Approach is not for every brand and business.  Because of legacy structural barriers, it often requires an element of business transformation to realize external and internal growth. Some may not want to invest in the time and resources for the change required.

To help leaders understand the change required before investing, we took the learning and developed an assessment tool that helps organizations understand their level of change readiness across their Structure, Strategy, Segments, Systems and Solutions (5Ss).

What’s Next?

The ambition over the next several months is to build community while sharing learnings about the features and benefits with industry associations, brands, businesses and leaders. 

To get started: Register For Our Webinar, Invite Us To Speak  or Schedule A Meeting 

If you like this newsletter, please subscribe.

To learn more about our thinking and services, contact us.

#getreframe #adifferentkindofgrowthagency #valuecreation #totalmarket #totalmarketapproach