Understand your customer’s worldview and the emotions that influence their purchasing decisions.
Identify the most trusted sources of information for your customers.
Refine your marketing message by gaining deeper insights about your customers through a trial of your product or service
Learn the concept of WWITMF (Why and What would I Tell My Friends) and preparing for your trial
In this 4-module course, you’ll learn the 4Ts Framework (Truth, Trust, Tribes, and Trials) to help you deliver new solutions to customers living in emerging markets. You’ll explore and discuss case studies from Sanergy, an innovative company working to improve sanitation in urban slums and an Acumen investee. Through a deep examination of personal behavior and worldview, you will learn the role of emotions in customer decision-making, and reflect on ways to treat customers with dignity and respect.
FORMAT AND TIMING:
Team-Based Course: We strongly encourage (but do not require) that you form a team of 2-8 people to take the course with. It works best to find friends or coworkers who can meet in person. Need to find team members? You can post to the discussion forums a month before the course starts.
Platform: Teachable (+Acumen developed the course. We host this course on the Teachable platform.)
Timing: This course will be open for 6 weeks. You can work through the materials at your own pace during the time the course is open. There are no required times for you to log in. There will be suggested deadlines for you to complete each assignment. The final deadline is the final day of the course.
Lindsay Stradley is the co-founder of Sanergy, a company that provides high quality sanitation in urban slums. She is based in Nairobi where she oversees Sanergy’s Operations and Consumer Marketing.
Mary Pat Ryan is an experienced marketer and operations executive who has advised the CEOs of Acumen investees on marketing. She is no stranger to figuring out how to bring new innovations to market, and had a hand in several new media businesses that transformed their industries, such as HBO, DirecTV, IMAX, and SiriusSatellite Radio.
Seth Godin is a marketing guru and the author of 18 books that have been bestsellers around the world and have been translated into more than 35 languages. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything.
What People Are Saying
"This course changed my vision entirely of marketing, especially in the BoP context, and allowed me to have some amazing insights about our company’s target market and the messaging we need to reach them. Highly recommended!"