Adobe is bringing its mission of changing the world through digital experiences to small businesses, as the partner they need to thrive, flourish, and create.

Opportunity: Unlocking Digital Potential

Millions of small businesses still face barriers in adapting to digital acceleration and vastly increasing their potential. With solutions for fully digital organization, communication, and creativity that are more powerful, more secure, and faster.

Adobe has everything small businesses need to embrace digital and lean into a future-defining moment of transformation.

Challenge: Entering the Small Business Story

In-depth interviews with dozens of decision makers at small businesses revealed that even with everything these businesses need in order to thrive through transformation, Adobe faces three key barriers to forming a relationship with this audience.

Insights:
Finding a Place in the Small Business Story

In order to become a partner in small businesses’ digital transformations, Adobe must find a way to join the life stories of small businesses, their decision makers, and their employees.

For Adobe to overcome awareness and misperceptions, and prepare to address this audience’s sense of uncertainty, we identified:

Insights: Moments of Influence

In a business’s lifecycle, there are critical moments of transformation, where fully and effectively embracing digital will lead to the breakthrough that brings the business to the next level and the next stage on its journey.

In these moments decision makers are more than open to change. They are seeking it.

Insights:
An Audience Seeking the Future

Inertia Breakers are decision makers, striving to break through habitual ways of working so that they can do even better work for their communities. With the same basic underlying beliefs and motivations, this audience breaks into three cohorts based on their business’s stage of development.

Focusing on specific needs for different groups of inertia breakers makes it possible to them where they’re at—offering the right solutions at the right time, where these audiences spend their time, find their news, and seek inspiration.

They show up as
>stewards of their businesses
>leaders capable of bringing everyone along
> with a mission that keeps them moving forward

Insights:
Motivating Sparks and a Role to Embody

Inertia breakers face three key tensions, where Adobe can help remove obstacles and turn points of friction into accelerated potential.

A Role to Embody

In this charged space, Adobe can emphasize their ability and desire to play a direct role in small businesses’ success. To leverage these energies of optimism, readiness, and a driving mission, Adobe should be equally energized.

Outcomes: Joining the Small Business Life Story

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an Accomplice to Inertia Breakers in making real, powerful transformation.

A very very brief description of what’s to come. How/Why—OOH, Full service community, Analog Cards, blah blah blah. Should be a little shorter than this.

SPENS STOPPED HERE