Situation
eSpeakers was re-platforming its core product and repositioning at the same time. It was difficult to know what features to know prior to launch.
Approach
Storyminers helped the leadership team identify, then focus on its most important customers. That allowed Speakers to prioritize features in the software build. Gaining clarity on the brand’s promise made repositioning easier and create a connection between the brand promise and the software’s features.
Result
eSpeakers has enjoyed revenge growth in a down market, successfully entered a new direct-to-customer vertical, and streamlined operations. It’s focus on creating value for speakers (not only for bureaus) is at the core of its new success.
