ISI Model Overview
ISI Model Overview
Comprehensive Summary of Step 3 from the ISI Model
"Ideas are worth nothing unless executed. They are just a multiplier. Execution is worth millions."
(Visual Learner? Skip to the Visual Guide)
(Visual Learner? Skip to the
Visual Guide below)
Implementation System
Purpose: Step 3 is about turning strategic insights into a fully structured, ready-to-launch marketing initiative. It bridges the gap between planning and action—defining exactly WHERE to focus, WHEN to act, and HOW to execute for maximum revenue impact.
Deliverable: A Fully Structured, Ready-to-Launch Marketing Initiative
Introduction to the ISI Model
The ISI Model is a strategic marketing model designed to transform innovative ideas into actionable, revenue-generating strategies. It consists of three critical steps: Innovation, Segmentation, and Implementation. Each step is divided into two phases—Discovery Input Matrix and Executable Process—ensuring a thorough approach from concept to execution.
3 Steps. 2 Phases. 1 System
- (Turning Ideas into Revenue)
Input. Process. Output.
- (Turning Ideas into Revenue)
Implementation Phase 1: Discovery Input Matrix
Goal: To systematically gather and define all critical insights into business and marketing objectives, historical performance, creative concepts, and operational readiness.
Key Components:
1) Business Objectives & Sales Process:
- Defining revenue targets (MRR, ARR), customer lifetime value, and customer acquisition costs.
- Assessing operational readiness and evaluating the sales process to ensure scalability and efficient conversion.
2) Historical Marketing & Brand Alignment:
- Analyzing past campaign performance to identify what worked and what didn’t.
- Ensuring brand messaging, visual standards, and overall positioning are aligned and consistent.
3) Creative Concept Engineering:
- Brainstorming the “Big Idea” and determining how to execute it within real-world constraints.
4) Decision-Making on Execution Path:
- Evaluating whether to “just do marketing” or first diagnose and fix underlying issues.
- Determining the starting point based on audience behavior and revenue leaks.
5) Budget & Resource Allocation:
- Mapping marketing budgets and resources to business goals and the chosen execution path.
6) The Mario Kart Strategy & Hybrid Racing:
- Using the Mario Kart metaphor to illustrate the full-funnel lifecycle as a series of “races” (from Brand Awareness to Advocacy & Referral).
- Defining specialized “tracks” (e.g., Bowser’s Castle for Brand Awareness, Rainbow Road for Demand Generation, etc.) and determining the optimal path—whether a traditional linear race or a hybrid approach that compresses stages for faster results.
The Mario Kart Strategy Visual Aid
Building the Grand Prix
- (The Grand Prix Introduction)
CUSTOM JAVASCRIPT / HTML
Choosing the Racing Style
- (Linear vs. Hybrid Ideology)
CUSTOM JAVASCRIPT / HTML
Crafting the Perfect Kart
- (The Mario Kart Analogy)
CUSTOM JAVASCRIPT / HTML
Implementation Phase 2: Executable Process
Goal: To convert the insights gathered in Phase 1 into a ready-to-launch marketing initiative using a structured, race-proven system.
Key Components:
1) Predefined Elements & Custom Builds:
- Determine which components can leverage best practices (plug-and-play) versus those requiring tailored, strategic development.
2) The Mario Kart Execution Framework:
- Building the Ultimate Marketing “Kart”:
- Engine (Creative & Messaging): Develop and execute creative that not only engages but clearly conveys your unique value proposition, ensuring your message resonates powerfully with the target audience.
- Wheels (Marketing Channels/Mediums): Carefully select and utilize the most effective mix of channels such as TV, radio, social media, and others, aiming to optimize reach and impact..
- Glider (Execution Tactics): Employ specific marketing tactics like retargeting, webinars, and influencer partnerships to maintain momentum and effectively transition between phases of the campaign.
- Kart Frame (Backend Systems & Automation): Set up essential systems like CRM and marketing automation to support scalability and operational efficiency.
- Brakes (KPIs & Tracking): Define and monitor key performance indicators and set financial thresholds to maintain budget control and measure campaign effectiveness.
- Suspension (User Experience & Optimization): Continuously optimize the user experience, including landing pages and conversion pathways, to reduce friction and enhance conversion rates.
- Alignment (Brand Consistency & Positioning): Ensure that all messaging and creative assets are coherent and uniform across all channels, aligning marketing teams and strategies to prevent miscommunications and inconsistencies.
- Radio (Consumer Sentiment): Implement tools to monitor and analyze consumer feedback and engagement in real-time, allowing for agile adjustments to campaign strategies based on audience interaction.
- Safety System (Crisis & Brand Protection): Develop robust crisis management plans and proactive PR strategies to safeguard the brand's reputation and address potential threats quickly and effectively.
- Kart Value (Long-Term Equity/Value): Focus on creating initiatives that enhance the brand's long-term equity and value, such as building customer loyalty, maintaining strong brand positioning, and implementing scalable marketing strategies that contribute to sustained revenue growth.
3) Execution Delegation – The “T” Series:
- A structured framework for assigning roles, ensuring team alignment, and optimizing internal capacity.
4) Final Assembly:
- Integrating all components into a cohesive, high-performance marketing machine that is ready to launch, measured, and optimized for continuous improvement.
Why Step 3 is Critical
1) From Strategy to Execution:
- By deeply understanding the audience’s demographics, mindset, and behaviors, businesses can craft messages that are far more relevant and compelling.
2) Tailored Execution:
- The transformation of raw data into a living, breathing persona story creates a strong emotional connection that drives engagement and conversion.
3) Structured & Scalable:
- The process turns segmentation from a static data exercise into a dynamic tool that directly informs and enhances every marketing initiative.
4) Team Alignment & Accountability:
- Focusing on precision targeting helps avoid wasted ad spend and ensures that every campaign is aligned with the specific needs and pain points of the most profitable audience segments.
5) Adaptability:
- The system is designed to diagnose the current state, pivot based on real-time data, and optimize the execution path to meet business goals in a dynamic market environment.
Summary
Step 3 of the ISI Model—Implementation—ensures that a marketing initiative is not only strategically sound but also operationally ready to launch. It is divided into two phases:
Discovery Input Matrix: A comprehensive process for gathering every critical insight on business objectives, historical performance, creative concepts, operational readiness, and market diagnostics—employing the Mario Kart Strategy to determine the most efficient, revenue-generating execution path.
Executable Process: A systematic method for transforming these insights into a fully structured, ready-to-launch marketing initiative using a defined framework that builds the “marketing kart” (covering creative development, channel selection, execution tactics, performance monitoring, and team delegation).
This structured approach ensures that every campaign is engineered for high performance, aligning strategic insights with real-world execution—positioning your marketing initiative as a fully operational, revenue-generating system.
Explore The Implementation System Visual Guide
Gain insights into how the Discovery Input Matrix and Executable Process lay the groundwork for transforming innovative ideas into concrete, market-ready solutions.
The Discovery Input Matrix
- (Discover WHERE we are going)
CUSTOM JAVASCRIPT / HTML
The Executable Process
- (Implement the WHEN and HOW to get there)
CUSTOM JAVASCRIPT / HTML
Curious How I Make It All Work?
Discover the practical tools, in-depth questions, and proven processes that power each stage of the ISI Model. Dive deeper and see how each element comes together to drive success:
