Several clients I spoke with said "I need an app for my business" but they could never explain why. This certainly followed the trends of "I need a Facebook page," "I need a Twitter account," and "I need one of those website thingies." They knew they needed something to support their business, but didn't know what or how they would do it.
Observing many clients had difficulty understanding which digital products they would need to best represent their brand, I constructed a series of "yes"/"no" questions to form a decision tree quiz. I would then use this quiz to guide conversations and point out differences of creating and maintaining web and mobile technologies.
Soon after its creation, the decision tree diagram was published in a Mobile Marketer (now Marketing Dive) article written by a former colleague.