Marketing is an intricate dance of stirring emotions and crafting narratives that resonate. But when it comes to strategy, we must be strictly objective. Our execution is shaped not by fleeting sentiments or opinions but by data-driven hypothesis. We’re thinking about your personas and considering live customer signals in every initiative. Our decision-making is not because we think it will work, but because the data tells us it will.

Brands believe they understand their customers – yet often the data tells a different story. In these cases, opinions are usually irrelevant: we follow the numbers and build what works; and we ask that you trust us. Plan to be open minded, and expect to be surprised: you may not know the customer as well as you think~  

Reviews and revisions are different in Zulu Core – both are defined in the Project Roadmap document available in your Zulu Portal.

Reviews

A client may review collateral without requesting revisions. The review process is optional, and is structured as an opportunity for the client to acknowledge and maintain awareness of collateral that is scheduled for launch. The purpose of reviews are to maintain alignment and awareness between our teams.

Revisions

Revisions are new requests or changes to pre-defined plans, established in the Scope of Work and early in Discovery.

1. Revisions may be requested at any time as an Out of Scope Initiative (OSI) These requests will impact timeline and require changes to the Project Roadmap.
2. Any in-scope revisions are defined in your Scope of Work and are a one time opportunity. In-scope revision windows are defined in the Project Roadmap –this is your opportunity to ask questions and flag any misalignment. These learnings will be incorporated into future execution.

Our policy is designed to create clear goal alignment in the first stage of any new initiative. This alignment enables lean execution rather than back and forth messaging and bloat. Efficiency is the fastest way to revenue, and too many ideas create management overhead and noise. You hired us to follow the data and deliver, so trust that we have thought it through.