The hard work ain’t always tidy.

As with many of our clients, our work for the Idaho Wine Commission kicked off with an animated discovery/brainstorming session with key stakeholders. As (almost) always, this led to a number of insights, some BGOs, some more veiled. It was great fun.

Now the hardwork begins.

What you see here are some of the output from that session. For several days, Ron and Jeff lived–quite literally–surrounded by it. By mulling these inputs, other secondary research and our own experience in the industry, we’ve been working to crack the code.

The point of sharing this is to point out that often the processes of uncovering key insights is not tidy, linear or unambiguous. But so what?! Marketing’s messy. People are messy. Life’s messy. Rock on.