MYPRODUCT12 Top 30 Tools from My Professional Arsenal


A professional working in business development, commercial, marketing, communication is constantly exposed to a complex, varied and continuous mix of information, both from outside and inside of the company.

Validating the relevance of such information, integrating this info into a matrix that leads to conclusions and action plans represents a sophisticated and important process.


In MYPRODUCT12 I approach this process by underlying the tools that such a professional usually works with or should work with.


In a random order I will mention below top 30 analysis concepts, tools that I use in my professional activity. For reasons of simplicity, I keep the names in English so people that are interested in finding out when, in what context and how to use these tools can easily access relevant information.

AIDA: Attention / Interest / Desire / Action

FAD: Features / Advantages / Benefits

4P: Product / Price / Placement / Promotion

7P: 4P + People / Processes / Physical Appearance

4C: Client / Cost / Convenience / Communicate

STP: Segment / Target / Positioning

TP: Touching Points

USP: Unique Selling Proposition

SD: Supply / Demand

LC: Life Cycle

D: Differentiation

BAV: Brand / Awareness / Value

BP: Brand Positioning

TOM: Top of Mind

SOV: Share of Voice

SOS: Share of Spending

CP: Customer Profiling

STAR: Situation / Tasks / Actions / Results

SPEND: Situation / Problem / Effects / Need / Decision

TSI: Tell / Show /Involve

5 Forces Porter Matrix: New Entrants / Substitutes / Suppliers / Buyers / Competitive Rivalry

Ansoff Matrix: Existing Market / New Market / Existing Product / New Product

4/5/6 Management Styles: Directive / Supportive / Participative / Result Oriented / Transformational / Authoritative

SWOT: Strengths / Weaknesses / Opportunities / Threats

Perceived Value vs Price: less for less, same for less, more for less, more for same, more for more

SP: Sales Process – Information, Prospecting / First contact / Need Assessment / Proposal / Solve Objections / Negotiation / Close the deal / Deliver, follow up / Cash in

CEP: Customer Excellence Program – segmentation, target, allocation, routing, visits, results, bonuses

TBS: Target Bonus System

ND: Numerical Distribution

MS: Market Shares


Each individual situation is filtered through a mix of analytical tools that provides an accurate professional analysis, and arguments in the process of concluding and developing a plan of action.

I would like to mention, however, that in my professional activity I have also faced numerous situations in which decisions have had a significant dose of ” inspiration”, relying less on the logical or illogical conclusions that emerged from the analyses.

5.Key Leanings

Every professional should define in his / her work a matrix of analytical tools on the basis of which in a programmatic way he / she should develop his / her own decisional abilities. The above-mentioned concepts represent a solid starting point; the real challenge is to constantly use them in analysing the concrete situations you are facing in your work.

Notification: MYPRODUCT reflects my real professional experience and expertise as well as my subjectivity. I do have a profound respect for all the companies I collaborated to and for all the people I worked with. It is not my intention to approach any sensitive, confidential or offending information related to companies, projects or people. If you the reader deduct or recognise companies, projects or people in my examples, I kindly ask you to respect MYPRODUCT and my professional and ethic approach and to not share any detail, information, situation, name, company.