Mission fluency involves expanding beyond original goals, often through adding new elements to successful products. Careful planning and consumer research are necessary for successful expansion, and field testing and feedback can refine the strategy. Withdrawal may be necessary if the expansion is unsuccessful.
The concept of mission fluency involves expansion beyond the original goals and purposes of a given project. Originally associated with the implementation of military and humanitarian strategies, mission tracking has come to be a common term applied in the business community. In most cases, a mission roadmap is formulated and put in place once the initial objectives have been achieved, and there is a desire to build on the existing momentum generated by the project.
In business terms, a progressive mission strategy would involve expanding the appeal of a product that has been successfully developed and marketed. This can often involve adding a new ingredient to an already successful product or promoting new applications for the product. Sales campaigns that call the product “new and improved” or that encourage the consumer to buy the product for use in new ways are excellent examples of mission fluency.
Expanding a mission usually involves careful planning. When involving existing goods and services, this will involve consumer research to determine what buyers think of the product and how the good or service can be improved in some way. Often, the survey results can help a marketing department come up with several ideas about how to add some element to the product and make it even more desirable to a larger portion of the consumer market.
After collecting the survey, the next phase of mission tracking will involve field testing the improvements or new marketing approach. Getting constructive feedback on the new and improved product will help the marketing effort refine the campaign and maximize the chances of successfully expanding market share. During this phase, it is possible to refine the product and promotion strategy before the actual product relaunch.
Not all missions prove successful. In some cases, consumers will reject the new and improved product in favor of the original good or service. When this occurs, it is advisable to withdraw from expanding quests before significant losses occur. At the same time, it is very possible that the improved product will stand out and become extremely successful.
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