ISI Model - Step 1: Innovation Framework

ISI Model Overview

Comprehensive Summary of Step 1 from the ISI Model

"Innovation is seeing what everybody has seen and thinking what nobody has thought."

Explore The Innovation Framework Visual Aid

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 WHAT you offer and WHY it matters)

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The Executable Process

(Innovate HOW to position WHAT/WHY)

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Innovation Framework

Purpose: Transform your product or service from “just another option” into a clear market leader by defining what you offer, why it matters, and how to position it to win—internally and externally.

Deliverable: A bold, emotionally resonant, and market-ready value proposition—backed by real insights, real proof, and a structure designed to out-position your competitors.

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:

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Explore Segmentation

Explore Implementation

Example 1: Motivating Sales Candidates to Show Up for Scheduled Interviews

Segmentation Insight:

Sales candidates often struggle with commitment anxiety—they get excited about opportunities but fail to follow through on interviews due to doubts, distractions, or lack of urgency.

Strategic Approach:

The messaging focuses on intrinsic motivation rather than job details—belonging, personal growth, and purpose. Instead of listing job perks, this video asked:

✔ Are you ready to become part of something bigger than yourself?

✔ Are you ready to impact future generations?

✔ Are you ready to join a family that pushes you past your limits?

🔹 Outcome:

This video reinforced identity, ambition, and legacy, addressing the emotional drivers that push candidates to take action. By focusing on aspirational positioning, it led to higher interview attendance rates and stronger engagement from serious candidates.

Example 2: Addressing Sales Reps’ Pain of Feeling Undervalued

Segmentation Insight:

High-performing sales professionals often feel undervalued, underpaid, and misled by employers who promise financial success but fail to deliver. Many sales reps leave jobs because they don’t feel appreciated, not because of pay alone.

Strategic Approach:

✔ Hit the Pain First: The video opens with a direct question: "Have you ever received a $40,000 monthly check?"

✔ Expose Industry Truths: Calls out the issue of overpromising & underdelivering.

✔ Provide a Clear Solution: Reassures that this company values its reps and provides real earning potential with no income cap.

🔹 Outcome:

This ad spoke directly to sales reps’ frustrations and unmet expectations, increasing high-intent applications from seasoned professionals tired of being overlooked.

Example 3: Targeting Alpha Sales Managers for Leadership Roles

Segmentation Insight:

Top-performing sales managers don’t just want a job—they want ownership, control, and respect. They seek elite-level opportunities that set them apart.

Strategic Approach:

✔ Framing the Role as Exclusive: "This is not our first rodeo… I need a bold individual to accept the keys to our castle."

✔ Using Elite Language: Terms like “alpha,” “top performer,” “diamond in the rough” appeal to leaders who thrive on competition and challenge.

✔ Demands Confidence: The video calls out unqualified candidates, using exclusivity psychology to increase perceived value and status.

🔹 Outcome:

This eliminated unqualified applicants while attracting high-caliber sales leaders who saw the role as a prestigious and rare opportunity.

Example 4: Soft-Touch Recruitment for New Sales Reps

Segmentation Insight:

Not all candidates respond to aggressive recruiting tactics. Some need relatable, friendly, and community-driven messaging before committing.

Strategic Approach:

✔ Social Proof & Belonging: Uses real employee testimonials to show genuine satisfaction.

✔ Lower Barrier to Entry: Removes intimidation by presenting sales as an easy career shift.

✔ Emphasizes Team Culture: Creates an inclusive, friendly environment for first-time reps.

🔹 Outcome:

This campaign attracted newer, less experienced sales candidates by making the opportunity feel safe, welcoming, and achievable.

Example 5: Motivating Sales Teams During COVID Uncertainty

Segmentation Insight:

During crises, sales teams experience fear, doubt, and demotivation. They need reassurance, purpose, and belief to stay engaged.

Strategic Approach:

✔ Emotional Storytelling: The video acknowledges struggles and then flips the narrative to focus on resilience and overcoming adversity.

✔ Community & Purpose: Rallies the team around a collective mission bigger than themselves.

✔ High-Energy Call to Action: Uses language of perseverance and victory to reinforce belief.

Outcome:

This campaign reignited motivation and drove stronger engagement across the sales team, ensuring continued momentum despite external challenges.

Frequently Asked Questions

Step 1 - Innovation Framework

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