Part 6 of 7 within the Reframe Value Creation Content Series is for leaders seeking a modern approach to value creation and growth acceleration at scale.  In this we examine the “pros” for creating the Total Market Industry Vertical.  The ambition is to amplify and share the work we’ve been doing to solve decades old problems.

Below is the Reframe Value Creation Framework™.  What’s new and innovative is the idea of a new industry vertical that reflects the total addressable and serviceable markets. 

What started as a thesis, then a hypothesis, followed by thought leadership and a validated change approach with over 50+ F500 “experiments” (client engagements) delivered value creation that reflected the total addressable and serviceable markets. The ambition now is to amplify and scale the Reframe Value Creation Framework ™. 

Within the $1T marketing services industry, there is a decades long inequity between the general market and multicultural industry verticals. With the acceleration of highly skilled “Next Gen” talent, 1st party data, a proven methodology for gleaning cross and poly-cultural insights, now is the time for leaders and brands to explore a third industry vertical to help them future proof their business and organization.

The early beginnings of the framework was captured in Wiley published Reframe The Marketplace:  The Total Market Approach To Reaching The New Majority. When we started building and creating a third industry vertical, we quickly found “the win” was not another creative service offering or outcome.  It was a change management and growth outcome.

To achieve the desired scalable and sustainable growth outcomes meant organizations had to change from the outside (consumer/customers) and/or inside (employees).  Earlier in the value creation content series articles, we share framework learnings for why the third industry vertical, how to operationalize the change required, expand cultural insights and first party data sources.

In this article we share “THE PROS” across each industry vertical.  Within the marketing services industry, associations primarily focus on member content and education centered on the “general” and “multicultural” markets.    

The “PROS” for the general market industry vertical is attitude and behavior based focused learning, mono-cultural based consumer insights and commercial outcomes with an emphasis on efficiency and commonalities across audience segments.  

The “PROS” for the multicultural market industry vertical is similar to the general market industry vertical, however the focus is ethnic based attitude and behavior based consumer insights, multi-cultural based consumer insights with an emphasis on cultural differences and highly targeted usually ethnic, racial and/or identity based commercial outcomes. 

The “PROS” for the total market industry vertical is different.  The ambition is to land on cross-cultural and poly-cultural insights, this opens consumer learning and insights with foundational based algorithmic models that provide both efficient and effective commercial outcomes.  The use of first party data and technology (i.e. machine learning and artificial intelligence), users/consumers get personalized experiences leveraging cultural nuances.

For leaders and brands, it is important to learn and know all three industry verticals.   Early in the journey of validating the Reframe Value Creation Framework™, there were attempts to validate and invalidate the Total Market topic, thesis and change approach.  Unfortunately for most instances, there was a lack of understanding, misinformation and miseducation for what it was, what was not and how to operationalize the change required. This is no longer the case with the introduction of the Reframe Value Creation Framework™.

Following the last installment of the Reframe Value Creation Content Series, we have a special announcement for what comes next.

To read and follow the Reframe Value Creation Content Series.  

If you like this content series, please subscribe.

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

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

#getreframe #adifferentkindofgrowthagency #valuecreation #totalmarket #totalmarketapproach

Jeffrey L. Bowman is the CEO and founder of Reframe Consulting Services, award winning author of Wiley published, Reframe The Marketplace:  The Total Market Approach To Reaching The New Majority and The Reframe Marketplace Change Guide Book For Growth Acceleration. Co-founder the $1T marketing services industry’s first cultural agency and pioneer of the Total Market topic, thesis, industry vertical, marketplace growth and organizational change approach that reflects the total addressable and serviceable markets.