 Hey everybody, this is Jonathan from AJ & Smart, and welcome to another Design Sprint video. Are you sick of them yet? Maybe not because you're watching this. Although if you're sick of it, you know what? There are other very funny videos on YouTube. I can suggest. What's what's a funny thing? Search ASMR. It's very creepy. It's so creepy. Have you guys watched some ASMR stuff? Yeah. Don't watch it. She's on she's on some of those videos. She doesn't. Okay, ASMR. It's creepy. You should look it up. Okay, so in this video that you're about to watch it's a clip from our online masterclass where myself and Jake Knapp, Jake Knapp is the author of the Design Sprint book and the inventor of the Design Sprint process and we're gonna be talking about running design sprints for marketing campaigns. So not about digital products, not about physical product campaigns. Does that work? What does it look like if it does work? Have a look at this lovely little clip here from the masterclass and you're gonna find out. See you later. All right, Jake. Question from Roger Federico Ryback. Okay. I'm not saying these names are right. Can you use the Design Sprint for marketing campaigns? Yeah, you definitely can and actually I like to use the Sprint whenever possible for a marketing campaign even if the main question is about the product itself because marketing is I've learned over the years and I didn't believe this when I first started building products but getting the marketing right is actually crucial to getting the product right. You actually should I think figure out how you're going to sell the product before you figure out what to build and before you commit you want to make sure customers are going to care in the end. So many many many of the sprints that I've run we end up you know saying we're going to figure out the product later. Let's figure out how to explain this product. Let's try to describe the key features and when we get customers looking at that marketing let's see if they understand and let's see if they care. One thing I really like to do in a Sprint that that ends up focusing on marketing is to hit two or three ideas head to head in sort of a battle royale and that way you can try different messages you can try different ways of explaining it and see which one actually makes the most sense. So actually you said something there about you know testing the idea and something you mentioned a lot in our training boot camps is that when you're doing the map and when you're trying to choose the target area for the map you should generally if you're in doubt you should choose the area where the sort of marketing work is actually being tested. Why do you say that? Well again it's about why it's about getting the story right. So I like to when I'm facilitating and it's at that moment when the decider is going to choose the target I do encourage them to look upstream so kind of look to the left of the map of where maybe they might otherwise be inclined to maybe looking to the left of the the biggest you know if you look in the the middle of the map there's going to be often for a company there's a big maybe a software challenge a technology challenge a big sort of logistics challenge that's where the heart of the problem is and so it's naturally people gravitate towards that because they're like this product is going to work we've got to do this big hard thing and oftentimes that causes you to forget about the fact that in the end you have to explain this product to your customers in the end like if people don't get it if it doesn't fit into their life or their work they're not going to use it they're not going to buy it they're not going to whatever like they're not going to adopt it and so there's just a practical reason for looking to the left for looking to if you think you know left to right people are discovering it starting to use it for the first time and then adopting it like looking to the left gives you the chance to evaluate whether it makes sense and that's super important it also though can be a very efficient use of the time in the sprint if you compare you know a prototype of of an app like let's say we're designing a new iphone app just for the simplest example we could prototype how the app works in total detail and figure out all of those things and we could test that with customers or some part of that but if instead we you know in the sprint decided we're going to focus on the marketing and we're going to we're going to try two or three different approaches with different feature sets then all of a sudden we don't have to figure out how each of the features works in total detail we can just focus on like how does this like you know a screen of the feature describing how it works how does that like does that make sense to people does that seem interesting if we get a few of those features and we're testing them head to head against each other we really start to learn like what things we should build before we've gotten to all the trouble of figuring out how they would work so there's a lot of reasons why i like it but it's not always the right thing to do it's just well worth considering cool so that's the end of this q and a see you later on at the course see ya welcome back i hope you enjoyed that little oh i sounded very official there i sound like one of those you know youtubers who are like oh welcome back my name is byron yeah i don't like that i hope you enjoy that little clip from the master class if you want to get a one hour 20 minute preview of the master class for free there's a link down below so you can watch this lovely little life class and learn a lot more about the design sprint process really interested especially if you're interested in selling it as a consultant or trying to convince people to use the design sprint internally um i hope you like that video if you did give us a like give us a subscribe and in the comments below you can ask us what other kinds of questions do you have about the design sprint thanks so much goodbye