WOW / HOW / NOW vs CEP (Category Entry Points): Always a tough decision
Choosing between WOW / HOW / NOW and CEP (Category Entry Points) frameworks is like picking your poison—each has its merits and flaws. One's all about action and clarity, while the other's a deep dive into customer mindset. This guide will help you decide which framework to roll with when the chips are down, without all the fluff.
The TL;DR
WOW / HOW / NOW is a hands-on, action-driven approach. Define your target, the desired outcome, and how to achieve it—quick and dirty. CEP, on the other hand, is like a detective novel for marketers, focusing on how customers enter your category and what drives their decisions. Use WOW / HOW / NOW for speed and clarity; use CEP for understanding consumer behavior and market nuances. Fast and furious vs. slow and steady—pick your fighter.
What is WOW / HOW / NOW Framework?
WOW / HOW / NOW is your go-to framework when you need to get things done without the usual corporate BS. It asks three straightforward questions: Who are you targeting? What do you want them to do? How will you get them to do it? Simple, actionable, no time wasted on theory.
The beauty of WOW / HOW / NOW is its speed. You can map out a strategy in less time than it takes to brew your morning coffee. However, it’s not without its downsides. If your issue requires deep analysis or nuanced understanding of customer behavior, this framework might leave you in the lurch. But for straightforward tasks or projects, it’s a lifesaver.
What is CEP (Category Entry Points) Framework?
CEP is the cerebral cousin of WOW / HOW / NOW. It’s all about understanding how customers think when they enter your category. It focuses on the triggers that lead customers to your product, making it essential for brands that need to get their positioning right.
The good part? CEP digs deep into customer motivations and market dynamics, giving you insights that can shape your entire strategy. But good luck trying to implement this framework quickly. It’s not exactly a quick-fix solution. If your timelines are tight, you might find yourself wishing you’d gone with WOW / HOW / NOW instead.
Key Differences
WOW / HOW / NOW Framework
- •Action-oriented: Focuses on immediate execution
- •Speed: Quick to implement, ideal for fast-paced environments
- •Simplicity: Easy to understand and use, no fluff
- •Limited depth: May not provide comprehensive insights into customer behavior
CEP Framework
- •Insight-driven: Focuses on understanding customer entry points
- •Comprehensive: Provides deeper analysis of customer behavior
- •Strategic: Useful for long-term planning and brand positioning
- •Time-consuming: Requires more effort and analysis to implement
When to Use WOW / HOW / NOW Framework
WOW / HOW / NOW shines when you need speed and action. Here’s when it’s your best bet.
Tight Deadlines
When the clock is ticking and you need a strategy fast, WOW / HOW / NOW is your friend. Fast-track your planning with clear, actionable steps that don’t require endless meetings.
Clear Objectives
If you know what you want to achieve, this framework helps you lay out the how with minimal hassle. Need to boost sales? Increase awareness? It’s all about targeting and action.
Small Teams
In a small crew where every minute counts, WOW / HOW / NOW keeps everyone aligned and focused. No one has time for convoluted discussions—just get to the point.
Action-Driven Culture
If your team thrives on getting things done rather than discussing them to death, this framework fits right in. It’s about results, not theory.
When to Use CEP Framework
Use CEP when you need to understand customer motivations and market dynamics. Here’s where it comes in handy.
Brand Positioning
If you’re trying to carve out a niche in a crowded market, CEP helps you understand how customers perceive your brand and what triggers their interest.
Market Analysis
Entering a new market? Use CEP to figure out how customers think and behave. What brings them to your category? This insight is invaluable for strategic planning.
Long-Term Strategy
For strategic planning that spans more than a quarter, CEP is your go-to. It provides the depth needed to build a sustainable brand strategy.
Deep Customer Understanding
If your goal is to truly get inside your customers’ heads, this framework is essential. It’s about understanding why they choose your product over others.
Side-by-Side Comparison
| Aspect | WOW / HOW / NOW Framework | CEP (Category Entry Points) Framework |
|---|---|---|
| Speed | Fast—quick to implement | Slower—requires more analysis |
| Focus | Action and execution | Customer behavior and entry points |
| Best For | Immediate projects and clear goals | Long-term planning and brand insights |
| Complexity | Simple—three questions | Moderate—requires deeper understanding |
| Output | Action plan | Customer insight |
Decision Framework: Which Should You Choose?
Use this framework to decide which marketing framework fits your brief.
Choose WOW / HOW / NOW If:
- ✓You need to act quickly and with clarity
- ✓You have straightforward goals that need immediate attention
- ✓You’re working with a small team that values speed
- ✓You want to avoid lengthy strategy sessions
- ✓You need a simple, actionable framework
Choose CEP If:
- ✓You require deep insights into customer behavior
- ✓You’re planning for the long haul and need strategic depth
- ✓You want to build a customer-centric brand strategy
- ✓You need to analyze market dynamics
- ✓You’re positioning your brand in a competitive landscape
Learn More About These Frameworks
More Framework Comparisons
Frequently Asked Questions
What's the difference between WOW / HOW / NOW and CEP frameworks?
WOW / HOW / NOW is all about fast execution and clarity. It asks who, what, and how. CEP focuses on understanding customer entry points and motivations. If you need speed, go with WOW / HOW / NOW; if you need depth, CEP is your best friend.
When should you use WOW / HOW / NOW framework?
Use WOW / HOW / NOW when time is of the essence, and you need a clear action plan. It’s perfect for tight deadlines, small teams, and straightforward objectives.
When should you use CEP framework?
Use CEP when you want to dive deep into customer motivations and market entry points. It’s ideal for brand positioning, market analysis, and long-term strategy.
Can you combine WOW / HOW / NOW and CEP?
Absolutely, but keep it simple. Use CEP to understand your audience deeply, then apply WOW / HOW / NOW to turn that insight into action. Just don’t overcomplicate things—clarity is key.
Which framework gets better results?
It depends on what you need. WOW / HOW / NOW gets you to action faster; CEP gives you deeper customer insights. Choose the framework that fits your immediate needs, not just what sounds fancy.
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