Laddering (PDF)

Marketing and product development best practices for a
fragmented economy

The rules for marketing and product development have changed
forever. You no longer control where and how consumers receive
marketing messages. The consumer is in charge, with ever-growing
choices and a shrinking decision window. Therefore, it is crucial
to understand what drives customer behavior to design products,
marketing, and experiences that will succeed. Laddering
explains how to better understand your customers' core values.
Learn to ask the right questions from your customers, use it to
analyze your data, and unlock the true potential of your product or
service.

Use Laddering techniques to map your customer's DNA and
understand why consumers buy from you.

* Helps you look at your customers in a new way and as a result
maximize your profits and reduce your support costs

* Provides a framework for evaluating what marketing messages,
campaigns and experiences are appropriate

* Author Eric V. Holtzclaw is CEO and founder of User Insight, a
user experience research firm and Laddering Works, a marketing
strategy and consulting firm. His weekly radio show, The 'Better
You' Project, shines a spotlight on entrepreneurs' business
journeys, his column Lean Forward appears weekly on INC.com and he
is regularly contributor to CMO.com.

You must understand what is truly important in order to build
relationships with consumers and to market for success in the new
many-to-many economy. Laddering offers the tools and
knowledge you need to thrive.