[MUSIC] Hello. Welcome back to this course of understanding customers. We have finally reached week number four. This week is all about communication strategy. Do you recall the marketing process that we have been walking through? Of course you do. It turns out that in order to position your product, one of the most critical aspects is to have a solid communication strategy. So, let's go right to it. In week four, we're going to walk through the following agenda. First of all, I'm going to give you and teach you a very simple, but very powerful communication framework in order to think holistically as to how to organize your communication strategy for launching successfully, your product or service. Next, we're going to talk through, what are the objectives and who is the desired target market? We need to be as specific as possible because this is key to the success of any communication strategy. Next, we're going to map the decision-making process, or the customer journey. Following which, we're going to focus on what kind of messages and what is the right kind of content to deliver? After which, we're going to touch upon the different media alternatives. What are the most appropriate to use for what type of products and services and at what stage of the customer journey? And finally, we're going to talk about how to go about measuring the effectiveness of the different media and how much money, how we should think about how much we should be spending in different communication companies. Finally, we're going to close this week with a small recap. Let's get right to it. [MUSIC]