LiTMUS has been assisting its clients in their efforts to improve the performance of their organisations by developing a better understanding of how their customers’ use their products and services. The bond an organisation has between itself and its customers is what enables the organisation to exist and thrive. Our clients, at the forefront of their industries, recognise that the success of their growth strategies hinge on understanding customer behaviours, needs, preferences and values. This understanding enables customer insights that lead to customer focused innovations thus driving long term firm value. 

LiTMUS is a strategic partner of The Momentum Effect global network. LiTMUS utilises the latest thinking in strategy, based on 20 years of research data and work by global leading authority and author, Professor Jean-Claude Larreche, Professor of Marketing and holder of the prestigious Alfred H Heineken Chair of Marketing at INSEAD. His global best seller, The Momentum Effect: How to Ignite Exceptional Growth, outlines the management tools and techniques that we implement in detailed practice, applying marketing as a management science rather than an imprecise art.  The Momentum Effect is a groundbreaking methodology for innovation that supports a firm’s growth strategy, consisting of an eight stage Momentum Process, as depicted in this diagram:


The research conducted into The Momentum Effect demonstrates that firms that increased their relative marketing spend, while cutting R&D and other costs, were greatly outperformed by firms that did exactly the opposite – by 80% in share price, and by 93% in revenue growth over 20 years. At the core of a Momentum Strategy are three pillars. Working backwards from impact to cause, they are as follows:

• the fundamental driver of efficient growth is ‘customer engagement’;
• this engagement occurs only when customers are offered what they perceive to be a compelling bundle of benefits (called a ‘power offer’); and
• to create a real power offer requires a professional commitment to the ‘exploration and discovery of customer insights’.

The resources to invest in these key areas come from cutting down on activities that are currently focused on “pushing” less compelling offers on an unengaged market. This requires a change in mindset and a management team determined to uphold their marketing investments to the same rigours and quantifiable analysis as any other.

We advocate an “advertise less, innovate more” approach to helping our clients growing their business. In fact, our approach can quantifiably prove how most firms waste much of their advertising budgets. Less than 1% of firms anywhere have robust ROI models. Ultimately, the journey to quality growth involves a shift in resources from a compensating “push” strategy to a Momentum based “Demand Pull” Strategy.

LiTMUS has been helping clients gain momentum, thereby creating stronger growth, greater customer retention which translates into better margins. To learn more about how LiTMUS is helping companies to ignite exceptional growth for our clients that can be sustained and measured, contact our specialist Partner, This e-mail address is being protected from spambots. You need JavaScript enabled to view it .