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A STRATEGIC MODEL FOR VALIDATING INNOVATION & BUSINESS

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The DVF Framework represents one of the most practical and powerful tools for evaluating whether an idea, product, or business initiative has genuine potential for success. Standing for Desirability, Viability, and Feasibility, this framework originated from the design thinking methodology developed at IDEO and Stanford’s d.school. It provides a comprehensive lens through which entrepreneurs, product managers, and business leaders can assess opportunities before committing significant resources. Understanding the Three Core Dimensions 1. Desirability: The Human-Centered Dimension Desirability addresses whether people actually want or need what you’re proposing to create. This goes beyond surface-level interest to examine genuine pain points, unmet needs, and emotional drivers that would compel someone to adopt your solution. The desirability dimension requires deep empathy and customer understanding, moving past assumptions to validate actual demand through research, interv...
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FROM VUCA TO FLUX

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From VUCA to FLUX: Navigating the AI Era with a New Mental Model For nearly three decades, #VUCA (Volatile, Uncertain, Complex, Ambiguous) has shaped how we understand a world in transformation. Originally introduced in the book Leaders: Strategies for Taking Charge (1985), VUCA became a dominant framework for explaining the end of 20th century and the beginning of the 21st century. But today, as AI rewrites the rules of business, leadership, and society, we must ask: Does VUCA still fully explain our reality? We are entering an era where change is no longer just volatile - it’s constant and compounding. Uncertainty isn’t just something to anticipate - it’s embedded in the very fabric of AI-powered decision-making. Complexity has taken on new dimensions with AI’s ability to process vast amounts of data, and ambiguity has evolved into uncharted territories where traditional frameworks no longer apply.  In this new world, we need a new model - one that captures the s...
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ANNUAL MARKETING PLANNING

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Keeping in mind these mistakes, we established some ground rules for the planning process: The primary purpose of marketing planning  is   to determine how to drive revenue growth today, how to set the company up for long-term growth, and how to do this efficiently–and to get everyone in the company on board with the plan. A couple KPIs (key performance indicators) is not a marketing plan.  These are part of your plan, but not the entire marketing plan. Marketing’s planning process should be more similar to a product team’s process than a sales team’s:  The critical marketing “deliverable” to get right is a roadmap of big bets (like product!). So, the bulk of planning time should be spent figuring out big bet projects . If you don’t spend time thinking about strategic bets, you won’t make them, and you won’t change the growth trajectory of the company. You'll fall into the random acts of marketing trap. Budgeting time for the behind-the-scenes work i...
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PRICE ELASTICITY

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Everlane’s transparent pricing breakdown shows the true cost of materials, labour, and co. HOW PRICING SHAPES BRAND EQUITY & CUSTOMER LOYALTY We have already seen that fair and thoughtful pricing strengthens the brand and promotes customer loyalty in the long term. And that’s basically what brand equity means. What is brand equity? Brand equity refers to the intangible value of a brand, which is made up of factors such as brand awareness, trust and perceived added value. A strong brand with high brand equity can generally command premium prices. Interestingly, pricing itself also plays a role in establishing brand equity. If your brand is perceived as high quality, a higher price will reinforce this image. On the other hand, frequent discounts or prices that are too low can dilute brand equity and make the brand appear inconsistent or even desperate. What is price elasticity? Price elasticity is a concept that is closely linked to brand equity. It measures the extent to which d...
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DOCUMENT MANAGEMENT WORKFLOW

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Prepared by GIST Management What is a Document Management Workflow? A document management workflow is a process for creating, handling, storing, and retrieving documents that are relevant to your projects. It involves multiple stages and may include review and approval steps where specific individuals need to approve documents before they proceed to the next step.  A properly implemented document management workflow ensures that documents are accessible to the people who should see them and inaccessible to those who should not, according to any relevant compliance and regulatory standards.  Why are Document Management Workflows Important? Document management workflows are very important for these reasons:  Efficiency:  Streamlining the creation, storage, retrieval, and management of documentation reduces the time and effort spent on document handling. When done well, everyone who should know about the project knows where to access the documents and doesn...
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THE MARKETING MODELS: STP

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The marketing models: valuable tools to make better strategic decisions Professionals must handle the appropriate tools to take approachment decisions. Even if some of the most popular models are (quite) old, they are still on the top managers’ list. For example, we can think of the SWOT analysis or the BCG matrix. Important decisions are those  crucial steps  that can influence the future of a business. And fully understanding where we (as an organization) stand is key. Indeed, organizations evolve in a  complex and changing environment  where both internal and external factors have a strong impact. In that challenging context, marketing models are  essential tools  to identify and understand these factors. And this is the reason why these models are so useful: they allow all the vast quantity of information available to be gathered, structured, processed, and analyzed in a comprehensive manner. In other words, the marketing models are tools which ...
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7 SKILLS MARKETING MANAGERS USE EVERY DAY

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7 Skills that Marketing Executives Use Every Day. Most marketing managers work full time. Over the course of a day, week or month they are likely to use a variety of skills to meet business objectives. The first six skills discussed below come from the GIST’S list of important qualities of advertising, promotions and marketing managers. 1. Analytical skills If you’re wondering how to become a marketing manager, analytical skills can help you plan effective marketing campaigns. The ability to synthesize, analyze and draw meaningful insights from data will be beneficial in this career. 2. Communication skills Strong communication skills can benefit anyone in a management position. Marketing executives should be able to effectively communicate with teams, including subordinates and coworkers, throughout the marketing process. You also may need to persuasively communicate to sell products and/or services. 3. Creativity Creativity can be a beneficial skill for marketing director...
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