Our Think Round™ approach provides continuous customer knowledge to all employees, so they can become hyper-aware of how what they do, create, sell, service and support directly impacts a customer and builds value. From innovation, product development and supply chain management to HR, finance, accounting and sales, the entire team will be engaged and inspired to serve the needs and aspirations of customers. Think Round gives leaders the strategy and tools to own the future.
Think Round: How to own the future by focusing 100% of your company on customers and consumers 100% of the time.
View the video to learn about our book: Think Round™
Praise For Think Round
“Think Round will challenge you to question if you are maximizing the value of your company by ensuring all departments are contributing their part to building and marketing your products and services. Think Round is a smart read for a CEO, for a Chief Personnel Officer driving cultural change, and for an entrepreneur scaling a business.”
Former CEO of Pepsi -Cola North America
"'As our case is new, so we must think anew, and act anew.', Lincoln famously said. Nothing could be more true today, especially for companies trying to master relentless change. Think Round is full of ancient wisdom freshly applied to the leadership challenges of today.”
Professor at Harvard Kennedy School; advisor to four US presidents; CNN senior political analyst
“Having worked with these guys and seen the results, they're on to something powerful! Glad they're making their stuff available!”
Chairman, gyro; former CEO, IPG; member Advertising Hall of Fame
“Everyone likes to pay lip service to the idea that they focus on their consumers, but the reality is a little different. In a world filled every day with another hot new tactic for bombarding them it’s so easy to overlook what your customers are telling you; the key to connecting is understanding them in a real and deeper way. Think Round not only shatters the perception that business leaders know better than their consumers, it shines a light on the transformative power of consumer demand—and how you can harness that demand to help make your company more valuable - and responsive - over the long haul.”
CEO, Papa Murphy’s
“Think Round=Mind, Blown. Common sense has never sounded so profound! Reading this book has left me re-energized, re-focused, and ready to tackle the challenges ahead.”
Publisher, Wired Magazine
WHY IT WORKS
Here’s a fact to excite any growth obsessed CEO: for companies that focus on creating competitiveness through consumer experience their total stock market returns actually exceed expectations. Over the seven-year period from 2007-13, returns for these companies increased an average of 78% over 7 years*. That stat doesn’t just look good—it’s downright delicious.
When you focus in on what those pack-leading, competition-crushing companies are doing, the strategy becomes clear. Their entire organization is consumer accountable. They’ve made that conscious choice, and they’re reaping the rewards: increased competitiveness, long-term brand value, and accelerated growth.
Sounds easy, right? Write up a memo, lay down a mandate: Monday morning, everyone in your organization is to become a consumer accountable machine. Problem solved! Cut, print, roll profits!
Sorry to burst your bubble. Unfortunately, it’s not that easy.
The fact is, most companies don’t have it in their DNA to just switch their focus and become consumer accountable. Success has made traditionally structured companies hyper-focused on their production line, building an inward-looking city of silos where the worker bees segregate themselves from one another and from the customer.
It may look nice from the outside, but it’s a long way from a harmonious honeycomb in there. Instead, this is a place where even the most “innovative” products go to wither and die. The
disconnect between what these companies are making and what people really want just grows wider and wider, no matter how hard those bees buzz.
The key to reaching full market potential doesn’t rest with products. It’s within people. It’s shifting the purpose of your people to connect, to empathize with your consumer, aligning with the consumer mindset 100% of the time. You’re going to need a plan. And that plan has to involve every single person, from the top on down.
DemandWerks Partners are skilled practitioners at helping clients scale empathy in order to act consumer accountable. We help you re-examine and re-focus your company, your commitments, your culture—so that what you make, and how you position your business, is in response to the demands of an audience, rather than demanding an audience for what you make.
At DemandWerks, our enabling methodology helps you to reach that state of scalable empathy. We call it: Think Round. We’ve taken off the blinders and broken free of the linear track, and we’re cutting a new, all-encompassing path to help you fully absorb and appreciate the emotions, desires, and drivers of your consumers—activating success in the process.
Our Think Round approach provides this continuous customer knowledge to all employees, so they can become hyper-aware of how what they do, create, sell, service and support directly impacts a customer and builds value. From innovation, product development and supply chain management to HR, finance, accounting and sales, your entire team will be engaged and inspired to serve the needs and aspirations of customers. Think Round gives leaders the strategy and tools to own the future.
*Watermark Consulting: THE 2014 CUSTOMER EXPERIENCE ROI STUDY
BECOMING ACCOUNTABLE REQUIRES DISCIPLINE: SEE ALL OUR TOOLS
The challenge for CEOs is how to scale empathy to the enterprise level so it can be a sustainable advantage in creating long-term value. DemandWerks methodology gives leaders a repeatable process for owning the future by having 100% of your company focused on your consumer 100% of the time.
MISSION READINESS INDEX | INTAKE QUESTIONNAIRE - ACCOUNTABILITY INDEX
Executed in 12 days, the Mission Readiness Index (MRI) is a benchmark that reveals unseen company vulnerabilities that will directly impact market potential.
IQ (Intake Questionnaire): A self-administered, customized on-line tool deployed across all levels and in departments, the IQ mines individual understanding of key business areas.
AI (Accountability Index): The Accountability Index (AI) extracts, summarizes and contextualizes the collective knowledge and perspective of the organization about demand creation.
An online, self-administered survey for all levels and departments, combined with DemandWerks external analysis, to assess understanding of competitive landscape.
Provides a fresh, actionable and elevated perspective of your competitive landscape, from the viewpoint of customers, based on competitors’ communications and content.
Detailed recommendations and actions to move company toward consumer accountability.
Gives leaders a strategic tool to drive company alignment around a basic approach to creating consumer demand.
DemandWerks leads on-site sessions to build creative strategic thinking and collaborative results.
The Leap Session helps the team develop and formalize the anchors of a demand creation platform.
The consumer comes to life as the decision maker of what a company can sell.
A formal model that visualizes and details the key stages of customer purchase decision-making and after-market loyalty.
The Consumer Journey is the key tool to ensure everyone has the same understanding of the process by which the customer makes purchase decisions.
DEMAND DRIVER MAPPING
An integrated model reflecting specific consumer purchase criteria and loyalty criteria for each stage of the Consumer Journey.
The Demand Driver Map aligns the Customer Journey with the key drivers of customer purchase decision-making and loyalty.
A filter to evaluate and integrate strategic, business and executional decisions based on fulfilling consumer needs.
An on-line, self-administered survey among employees at all levels in the organization to align each specific product offering to each of the demand drivers that affect a consumer’s decision to purchase.
Leaders get a model of how their employees perceive their products and services align with consumer needs.
Quantitative and qualitative consumer validation of assumptions in Consumer Journey, Demand Driver and Product Mapping.
An objective view of the alignments/gaps between internal assumptions and biases, and external consumer needs.
The organization has the basis to develop a compelling, benefit-based narrative to consumers.
A guide to positioning the company and brand as consumer accountable, and for scaling empathy.
Leaders and teams share a single validated road-map for how to align what they make and sell with consumer needs.
Guidance and guardrails for implementing a consumer accountable strategy throughout all their customer acquisition efforts.
Gives leaders, line executives and teams guidance on optimizing tactics, spending and messaging with highest likelihood of creating consumer demand.
Martha is a CEO, strategic leader and corporate executive, with proven experience at the intersection of technology innovation, consumer goods and demand creation in US and international markets. Martha was CEO, President and Director of Magnetique; Founder, CEO of Ozz Consulting; EVP of Lifetime TV; EVP, Global Business Director of McCann Erickson; EVP, Global Account Director of JWT; and SVP, Member of Executive Operating Board of Neutrogena. She has created and led client engagements, marketing, product development, or strategic brand development for companies including Apple, L’Oreal, IBM, Neutrogena, Pizza Hut, Domino’s, Wendy’s, Elizabeth Arden, Novell, Pepsi, InterBev, P F Chang’s, Epson and Hitachi. Her efforts have won Effies, Gold Lions, Clios, Andy’s, One Show and Addys honors. She has served on the boards of Fetch Technology and HBCare LLC, and on the advisory board of Voice Publishing, and is a frequent contributor to CNN.
Michael J. Campbell helped developed and led many of the world's most successful traditional and digital brand connection efforts. Michael was Chief Creative Officer of JWT; Founding Partner, Chief Creative Officer and Managing Director of Atmosphere/BBDO Digital Branding; Executive Creative Director, EVP and member of the New York Board of Directors of BBDO; Founding Partner of Rockefeller Group. He has created and overseen integrated campaigns for Apple, Dominos Pizza, DTC/De Beers, Duracell, FedEx, FilmDistrict, Frito-Lay, Guggenheim Partners, HBO, Merrill Lynch, NYSE, Novell, Pepsi, Visa, Smirnoff, Sony Pictures, Texaco, Unilever and US Navy. He has been the recipient of every major industry creative award, including the Emmy, Clios, Addys, Andy's, Gold Lions, One Show and Art Directors Gold honors.
Laura has deep operational experience as a chief marketing executive. She is a brand architect and marketing strategist who has engineered success for such marquis brands as Hallmark, Disney, AMC, Discovery Channel, Chase and Hilton. With a breadth and depth of experience across both traditional and digital platforms, Laura’s strength is constructing enterprise-wide marketing strategies that drive market share, revenue and long-term brand equity. Her passion is imagining innovative solutions that propel brands and businesses to their full potential.
Laura is widely recognized for both her B2C and B2B marketing acumen and has won numerous awards including the Promax “Brand Builder” and CTAM Gold Mark Awards. She currently serves on the Board of the Rockefeller College for Public Affairs and Policy at SUNY Albany, her alma mater.
MARTHA R PEASE
MICHAEL J CAMPBELL
With deep expertise and operating experience at the intersection of technology innovation, consumer markets and demand creation, Martha, Michael and Laura lead a team of accomplished demand werkers. We are all obsessed with demand creation and share the same goal: to make a profound, positive and lasting impact on the leaders and companies we work with. It’s what get us up in the morning.
BUSINESS SECTORS INCLUDE:
Financial services, eCommerce, entertainment, fashion, beauty, music, lifestyle, wellness, consumer goods, business solutions, beverages, food service
Computers, mobile, consumer electronics, music, networking, printing and imaging, telecoms, personal devices
Data solutions, marketing services, credit and reporting services, web data aggregation, health services
Non-profit organizations including cultural, educational, leadership, business, social entrepreneurs and incubators
INNOVATIVE LEADERS AND COMPANIES WE’VE WORKED WITH:
THE DEMANDWERKS TEAM
DemandWerks brings a unique perspective to a broad range of thought leadership. Our book, Think Round, presents our fundamental approach to owning the future through 100% consumer accountability.
Martha is often on air and online with CNN, as a marketing and brand expert, discussing the impact that unplanned events have on consumers’ perceptions of people, politicians, brands, institutions and companies.
TheBrandBounce.com is our blog, which also picks up theme of how unplanned events can create an unexpected bounce for brands. A brand bounce can be good – or it can be bad, transitory or long lasting. The direction and duration of the bounce depends entirely, in our opinion, on how accountable the brand has been to their consumers. A bad bounce is a warning sign to stakeholders that something is wrong – not resonating or connecting - in the way they’re approaching their market.
The Brand Bounce online magazine is a compilation of on air appearances, articles and opinions we wrote in 2014, curated to challenge and help shape future thinking.
PLAY MEDIA REEL
A COMPILATION OF ARTICLES WRITTEN FOR