Lesson: Demand Horizon with Gerry Campbell

Step #9 Rigor: Rigor is an iterative process where you start with a seed of an idea, test, and interpret results

So now I went into another tool called WordStream. WordStream is another search engine marketing tool; these tools are all out there. This one cost a little bit more, WordStream allows me to see what key words a company is buying. SpotHero is buying Navy Pier Parking, Soldier Field Parking, Chicago Essex Inn. This is all Chicago. Right? So now the biggest guy that's breaking out is only operating in Chicago. I really want to know what SpotHero's doing now. Very fascinating.

So I go to another one. ParkMe, that looks like they're interesting. ParkMe NYC, New York Parking, New York Parking, New York Parking. So now another one operating the space is only a regional operator.

Now I'm getting a really good idea, popular idea, couple of guys competing, one's breaking out, they're only regional. Fascinating, for five minutes of work. Once you have the idea, my company runs a process called Rigor; you can think of it as in iterative process where you start with the interpretation, you actually start with the seed of an idea. You create something, whether it's a discussion, an open ended set of questions and then you test those and you get back to interpreting.

Ultimately what you're doing is you're building product. Again we don't want to know what people say about stuff, we don't want to have them think about it, we want to give it to them and say "What do you think this is? What do you think it does? Do you like it or not?"