OGF Basics
OGF stands for...
What is "Organic Growth Framework"
Four stages of McKinsey’s Customer Decision Journey
What are "Initial Consideration, Active Evaluation, Moment of Purchase, and Post-Purchase Experience"
Primary focus of mapping the Customer Decision Journey Waterfall
What is customer behaviors across each phase of the journey?
Reason for asking diagnostic questions in OGF Phase 1
What is to understand the root cause of drop-offs?
Traditional marketing primarily focuses on
What is product differentiation?
The amount of phases in the OGF framework
What are "5 Phases"
Significance behind Initial Consideration Set
What is "brands in this set are 3x more likely to be purchased"
Behavior type that experiences the most impact when changed
What is high-yield behavior?
Question that helps determine competitive advantage
What is “Do we disproportionately benefit from the behavior change?”
OGF’s main segmentation strategy is based on...
What is likelihood of engaging in the key behavior?
The main goal of the OGF approach
What is "to change customer behavior and drive organic growth"
Function that makes the journey Circular rather than Linear
What is the "post-purchase experience feeds back into the next purchase cycle"
Three defining characteristics of High-Yield Behavior
What is upstream, linked to growth, and cost-effective to change?
Question that helps evaluate investment feasibility
What is “Can we drive this behavior change at a reasonable cost?”
Traditional value propositions focus on perception, but OGF prioritizes...
What is behavior change?
External framework of OGF is largely based on
What is the GrowthPath® framework by Monitor Group?
Phase that allows brands to still influence the customer at the store
What is the Moment of Purchase?
Format for defining a behavioral objective
What is: The person in role X does A at stage N instead of B at stage N
The strategic objective of Phase 1
What is identifying one or more high-yield behavioral objectives?
Reason OGF is typically more cost-effective
What is it targets upstream behaviors with higher leverage?
Main differentiator between OGF and Traditional Marketing
What is "focusing on changing behavior instead of differentiating products"
Active Evaluation stage is so competitive because...
What is it allows brands to enter or exit the consideration set?
Right-hand column of the Waterfall chart indicates...
What is drop-off rate between stages?
Example of an upstream behavior in financial services
What is getting a client to schedule a second appointment or revisit the website?
Investment approach recommended by OGF
What is to invest disproportionately and sequentially?