The Value of a Third-Party Perspective

Have you ever looked at a project and not known quite where to start? And once you finally get going, you come across decisions that weigh equally in favor of two or three different outcomes? How about office politics or personal issues influencing decisions they shouldn’t be influencing? Have you ever yearned for an outsider’s thoughts, someone who isn’t so close to the project?

If you’ve endured or can relate to any of the above-mentioned challenges, you'll surely understand the value of a third-party perspective. Often employed as a critical element in the marketing mix, the third-party perspective provides an objective view that can simplify strategic decisions, validate subjective messaging, and compliment the collaborative nature of integrated media design and development.

Simplify Strategic Decisions
Sales and marketing personnel rely heavily on the knowledge they have of their products, services, and marketplaces. Much of their success depends greatly on the minutia and details concerning strengths, weaknesses, and competition. Unfortunately, this familiarity can cloud their vision when considering the broader scope of brand development and expansion. Similar to the objective role a psychologist plays in family counseling, the third-party perspective can easily identify relationship dynamics and uncover solutions to help achieve specific results.

Validate Subjective Messaging
Familiarity can also bring about issues with a brand’s overall messaging and copywriting. Struggles and inconsistencies with narrative perspective (first person, third person objective, third person limited and third person omniscient) create unnecessary challenges for prospective customers when reading marketing materials. When educated with the needs and wants of specific target audiences, the third-party perspective can validate information relevance according to audience group as well as ensure consistency in narration.

Compliment Collaboration
In its very nature, collaboration is defined by treasonable cooperation. The balance between objective science and subjective emotion plays a very important role in any and all marketing initiatives. A collaborative work experience that blends both subjective (internal sales and marketing) and objective (external third-party) communication yields powerful marketing solutions that speak to the emotional drivers and rational justifiers learned from both perspectives.

We’ve all been faced with issues that could use a little help from the outside. When it comes to integrated media design and development projects, there’s nothing quite as refreshing as the clarity provided by an experienced and educated thirty-party perspective. When used as a marketing tool, a third-party perspective will significantly simplify strategic decisions, validate subjective messaging, and complement the collaborative nature of most marketing projects.