The Sweetspot
First published in WARC in 2019 the Sweetspot framework was created by WhichWayUp founder, Johnny Corbett, identifying the critical forces which marketers need to balance in order to drive holistic marketing performance
As well as identifying the hallmarks of brilliant marketing performance, the model is unique in highlighting the key challenges which arise when those 3 forces are out of balance
The Sweetspot model is a flexible tool for diagnostics; each business’ unique combination of context, data, people, and ambitions provide the inputs to build a clear, evidence-based picture of what’s happening beneath the surface, and where opportunities exist for more effective marketing performance
“A thinking framework that is as useful as it is useable”
Rory Sutherland