Equipotential

Last and vital phase in FirmGrowthPlan's third step 

Short introduction

Go to Equipotential is the third and last part of the third and second-last step in the FirmGrowthPlan approach. If you have no idea what this is about, allow me to explain as briefly as I possibly can.

Strategic Marketers and/or Business leaders are responsible to work out plans how to grow their company. Often they draw infamous hockey sticks. These are growth plans that overestimate future Sales, are Inside-Out; and are quite flimsy in working out how to get to that growth. FirmGrowthPlan underpins a business growth plan. Underpinning does not mean just by bringing down upward growth curves. It means underpinning with Outside-in information from the Market. Taking into consideration how realistic the Opportunity is, which Offer suits best, accompanied with a worked-out plan how to get to this growth. FirmGrowthPlan gets these Strategic Marketers and/or Business leaders confidently prepared for their presentation to their senior Management and/or investors - and during the period then after, when they are more likely to actually achieve their growth. FirmGrowthPlan consists of the following four steps: 

1) Starting with To the start: defining your industry, company, and proposition;
2) Followed by On your mark: substantiating the Opportunity;
3) Combined with Get set: articulating a matching Offer to seize the Opportunity;
4) Ending with Go!: working out what in needed to get to that growth.

During this third step Get set, the Market Insights derived from Opportunity are used to create a matching, yet superior Offer. To get to that point, again three parts: Benefits, Reasons-to-Believe, and Superiority. In the last part Superiority, the team articulates how its Offer is superior against alternatives, called go to Equiporential - the quest to become market leader. 

What Equipotential stands for

In mathematics and physics, equipotential refers to a region in space where every point in it is at the same potential. For me professionally, Equipotential stands for the principle that in my view every B2B company in their industry has the potential to become (or remain) market leader. Because every company with a solid Marketing approach and guidance can unveil the Opportunity. And concerning the Offer side, I believe every company can grow to its fullest potential to create a superior Offer and consistent Activation. What equipotential stands for me personally is a different story. If you are interested, I have an elaborated narrative that will certainly challenge your eye lids to close.