The Overview #19
This week: Interrogating problems, the ABC of comms, and adapting your process to suit initiatives
š Hey there. This isĀ The Overview, a weekly roundup of noteworthy B2B SaaS stuff. You'll find interesting tweets and articles from around the internet, plus highlights from my personal swipe file.
Every week, I publish 2 posts on Building Momentum: an essay on Tuesday, and The Overview on Friday. Itās free to sign up - just add your email below:
Are you adapting your process?
Before starting an initiative, think:
What details about an initiative will dictate how we work, how we make decisions, how we think about risk, and how we think about what progress looks like?
This is a great post from John. At growing businesses, youāll work on many different projects at different stages in their lifecycle, from initial validation to scale. The ways you work should change to best support your goals and requirements. They should not remain the same, just because thatās āthatās how we do itā.
Interrogating the problem

I have seen this with every startup Iāve worked with. Always dig deeper into the jobs, gains, pains, and triggers your customer is working with to understand the true source of their problems ā and ultimately the value you can deliver.
Itās not enough to take their statements at face-value.
Letās take an example. Say a customer wants to ārespond to customer support requests fastā. That could be because:
a) they want to provide a great customer experience
b) their CEO cares about response times
c) they want to get support done, and go back to doing their other work
All equally valid motivations - but could have a big impact on your product strategy, positioning, and sales approach.
Ask why!
One skill every marketer should develop

Adding in one of my recent tweets because it resonated with a lot of marketers.
In a journalism class I took once, the lecturer talked about the importance of ABC (Accuracy, Brevity, Clarity) in communication.
And itās something that a lot of marketers ā or really, everyone in a business who works with people ā could do to improve.
Thatās the Overview for this week
I hope you found something of interest! Let me know by clicking theĀ ā„Ā icon below.
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Thanks for reading, and hereās to building momentum.
James
P.S. Hereās a lilā something we could all do with remembering: