“What is Truth?” Pontius Pilate didn’t understand the Truth Model.
Over the last 2000 years I have developed a suite of business models to help my managers track, benchmark and measure the success of the products and strategies that we launch within specific brand ranges. Over the course of the next couple of weeks I intend to explore and explain these models in order for you to get a better understanding of the way my organisation works.
First up in this series is TRUTH.
The TRUTH model is a simple score carding system that my managers use to assess the effectiveness of short-term tactical campaigns when launching a new product within a particular brand range.
These are the key components of TRUTH
Tactic: Description of tactical campaign
Reaction: Binary assessment of the tactic
Usurpation: Can our competitor profit from this tactic?
Traction: Will the product hold? Has the tactic made the product sticky?
Holiness: What level of Holiness can the product reach on the basis of the tactic?
Here are two examples of the TRUTH Model in action:
Truth Model: Forgiveness
Truth Model: False Gods
The TRUTH model makes it very easy to track and monitor any number of short-term tactics and report the results in a compact and timely manner.
