The Tutor and the Brand Planner.


I’m working with a startup in the math tutoring space.  I did a Q&A interview yesterday of the key company stakeholder.  Having done a deep dive in the K12 education space in a prior engagement, I was eager to hear how this young man approached the problem of educating kids in need of improved math skills.

A critical starting point for his organization is to get a level-set on where the student is in the learning process.  That is, what they know, what don’t they know, and what type of learner they are. Good pedagogy tells us not all students are the same and not all students learn at the same rate.  Makes sense. The best teachers teach to the student’s aptitude and place on the learning curve. It requires a lot of listening on the part of the teacher/tutor.   

The approach is not dissimilar to that of the brand planner. We don’t just begin outlining some formula for brand positioning and success.  We begin by plumbing the depths of the brand owner’s understanding of the product/service.  Then we gather information on their aptitude and ability to deliver key value(s). We listen. We learn. And we build trust. Ultimately, we use the foundation of that learning to guide our planning rigor. That’s not to say we’re changing the algebra. Or our formulas. But we are learning who the brand owner is and taking our cues from him/her.  Only when they trust us, will they follow us. Trust the process. Understand the pupil.