Instead of focus groups, the team uses a full rehearsal day where staff and players test new promotions. If the internal team genuinely has fun and enjoys the experience, they know it will resonate with the audience. This "internal fun test" serves as their core product validation method before public launch.

Involve people from outside the marketing team and across different demographics (e.g., Gen Z) in the content ideation process. Their diverse perspectives and awareness of different trends can surface novel ideas that marketing-focused teams might otherwise overlook.

When stuck on product direction, use a simple prompt like "add five new features." The AI acts as a creative partner, generating ideas you may not have considered. Even if most are discarded, this technique can spark inspiration and uncover valuable additions.

Don't pitch big ideas by going straight to the CEO for a mandate; this alienates the teams who must execute. Instead, introduce ideas casually to find a small group of collaborative "yes, and" thinkers. Build momentum with this core coalition before presenting the developed concept more broadly.

To prevent its new mobile app from simply replicating its existing web platform, Irembo framed the mobile team's goal as competing with the web team. Their key metric was shifting user traffic from web to mobile for the same services. This created a competitive dynamic that forced innovation and differentiation.

Employees often reserve their best strategic thinking for complex hobbies. By intentionally designing the work environment with clear rules, goals, and compelling narratives—like a well-designed game—leaders can unlock this latent strategic talent and make work more engaging.

Marketing teams can become echo chambers. To generate unique content, actively invite people from other departments and diverse demographics (e.g., a Gen Z employee) into your ideation sessions. They provide fresh perspectives that marketers often miss, leading to more resonant content.

Caribou Coffee's "Make Fun Happen" value inspires engaging internal activities that serve business goals. For a ticket giveaway, they ran a "drink bracket" competition, making the event enjoyable while simultaneously deepening the marketing team's knowledge of their own products.

To stay current, the marketing team dedicates two hours on 30 Tuesdays a year to a learning forum. Each director owns a theme for the year (e.g., AI, competitive intelligence) and is responsible for programming several sessions, ensuring a constant influx of external ideas and internal cross-pollination.