The pace of change and the wave of new technologies it brings can leave marketing departments scrabbling to use a very new shiny tool that appears. This can lead to a feeling of constantly playing catchup and a messy, disconnected, patchwork approach, both with technology and more broadly. The key to avoiding this is to “Fall in Love with the Problem, not the Solution” We do this by thinking big and creating a coherent end to end user experience, the Tangible Hypothesis, then starting small and testing often. The Tangible Hypothesis helps the Marketing Department engage with the rest of your organisation, breaking down silos and helping to bring about cultural change.

Key takeaways:

• How to navigate the current wave of disruptive technological change
• The importance of user centred design and a tangible hypothesis
• Thinking big, starting small, testing often and scaling fast