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Posted by Josh Bernoff on May 28, 2014
What are the four words everyone involved in mobile strategy should fear?
"Let's build an app!"
The reason you should fear these words is that they will lead to pain. Your CEO, or your CMO, or somebody else in your company has noticed that mobile engagement exists. Great. Now they're ready to plunge right in and create something without thinking it through. And if you're involved in mobile development, this means a whole lot of pain in your future.
There is a right way to think about mobile. It's called the IDEA cycle, and it's the central idea in our new book The Mobile Mind Shift.
When you're wondering how to engage with your customers on mobile, follow these four steps, which you'll remember with the acronym IDEA:
The last important thing to realize is that the IDEA cycle is a cycle. Apps and mobile sites don't stand still. Unless you've designed a process to continually improve the application, you're not done. Inevitably, you need to identify, design, engineer, and analyze again, so plan for it.
We interviewed more than 200 companies about mobile, and inevitably, the successful ones were using some variant of this set of steps. Learn the IDEA cycle. It's your best response when you hear those dreaded words, "Let's build an app!"
If you're looking to hear more on this, sign up for my free Webinar on June 4. Talk to you then!