“The best investment is in the tools of one's own trade.” – Benjamin Franklin

A client tends to want to know how to use intellectual property (IP), to a point that IP is mostly given away before sold. This description of tools in the Marketing Science Toolbox gives a taste of solutions to real problems that really shift the needle. It’s not just the technique, the maths or the correct application, but the awareness of nuances of how it works and what it won’t do. Morphing this kaleidoscope of options and circumstances is the hard-earned real secret sauce. Always happy to discuss if your company and customers could and would benefit.

“A good tool improves the way you work. A great tool improves the way you think.” - Jeff Duntemann
There are almost 50 nodes in the diagram below, which isn’t everything but a great taster that might prompt awareness of particular needs. There are different levels of sophistication so have marketed out which are probably best for your maturity level: Stand, Walk, Run.

“Man must shape his tools lest they shape him.” - Arthur Miller
Getting the right tool for the job isn't always straightforward. Many services tell you what it will do, but leave out what it won't - which is a massive pain and expense later on. Black box solutions can't be tweaked or learn from. Those one-size-fits-all solutions may lack the bespoke requirements that will make the real differences for your unique proposition. Tools that are personal to your unique needs are worth the investment.

"Technology is dominated by two types of people: those who understand what they do not manage and those who manage what they do not understand." - Putt's law
Users must be involve in the build, as they know more context than non-users and will be able to adapt around what it does and what it doesn't. Getting them involved at the start will improved adoption and rolling out of training.