How Does Graham McInnes Work?

1) Determine Units of Measurement
2) Map out Process Flow
3) Manipulate Touchpoints
4) Evaluate, Learn, Refine

The Marketing function begins with the determination and discovery of the units you will be using for measurement. Each industry places particular value on differing units of measurement and although those differences are important, the process of determination and measurement is quite similar.

Each business can be mapped into a series of process flow diagrams each outlining a fundamental transaction. Mapping out process flows is an eye opening discovery for most people and allows them to see their own business in a way that they have never seen it.

Then, with maps outlining the fundamental processes, the next step is to create a list of the relevant 'touch points' that the business has with their customers. When the touchpoint list is complete, the next step is to inventory and evaluate each point for effectiveness relative to the overall goal of manipulating our units of measurement.

Finally, the last step is where the real fun begins. Evaluate, Learn and Refine.

For an example of the Touchpoints in the world of Retail Furniture-

Click Here.