Frameworks

Audience Evidence Loop

Combine comments, behaviour, and experiments to improve what you create

Empathy-Curiosity-Courage Marketing Model

Go beneath the surface, import outside inspiration, and act beyond convention.

Insider Network Beachhead

Seed a network inside one community where trust already exists

Marketplace Demand Matrix

Compare offer variants with matched listings before building inventory

Product-Led Word-of-Mouth Flywheel

Turn a remarkable, visible experience into customer-driven growth

Psychological Value Reframe

Improve how an experience feels before making the system faster

Retention-First Funnel Sequence

Prove repeat value, repair conversion, then balance brand and activation

The 10x Challenger Marketing Filter

Reject ordinary campaigns unless they create a challenger-sized advantage

The Value Equation

Increase desired outcomes and confidence while reducing delay and effort

Escalating Content Structure

Build visible progression that gives audiences a reason to stay

Joy-of-Giving Loyalty Loop

Give frontline teams permission to delight customers and track participation

Light-Figure Business Storytelling

Cast the audience as hero and your organisation as the useful guide

Marketing-Tap Durability Test

Pause acquisition spend to reveal whether customers compound without it

Proof-Backed Giving Loop

Close every contribution with visible evidence of the resulting impact.

Shadow Association Marketing

Build a desired brand association through repeated, credible cultural moments

Sustainable Consistency Cadence

Publish on a predictable schedule your audience can build into its routine.

Authentic Opposition Branding

Build trust by visibly opposing the incumbent traits your audience dislikes

Connect What You Sell With What the World Needs

Test social-impact work against brand values, relevance, and useful action.

Emotional-to-Rational Persuasion

Connect an emotional message to a measurable action narrative

External Podcast Discovery Loop

Borrow relevant audiences and use discovery platforms to bring listeners in.

Gasoline After Fire Rule

Scale paid acquisition only after organic demand proves the product works

Neural-Network Profile Filter

Choose profile images that attract compatible people and repel mismatches

Quality Before Marketing

Fix the customer experience before spending effort to promote it.

Three-Signal In-Person Validation

Compare words, body language, and behaviour before believing praise

Authentic Trend Adaptation

Use timely formats without surrendering the voice that makes the brand yours.

Content Pull System

Publish useful expertise so opportunities come to you instead of chasing them

Curiosity Before Explanation

Create a relevant mystery that makes the audience seek the answer

Emotion by Design Review

Design work around the feeling and agency it should create in the audience.

Invisible Value Proof Stack

Expose craft, scarcity, and origin so customers can understand the premium

Power of Polarity

Build a recognisable position by standing consistently for something

7-11-4

Seven hours, eleven interactions, four platforms — the dose required for someone to actually remember you.

Brand DNA Expansion Filter

Grow into new categories without making the brand unrecognizable

Message-to-Narrative Sequence

Use an emotional message to open attention, then offer a logical path

Promise-and-Nuance Content

Win attention with a simple promise, then earn trust with depth

Selective Polarization

Take memorable positions without alienating the people you need to serve

The Three Rs: Referrals, Reviews, Retention

You never have a marketing problem, you have a product problem — and 20-30% referral rate is how you tell the difference.

The Transparency Depth Stack

Pair polished reach with honest long-form context to deepen audience trust

Audience-Matched Mixtape Distribution

Match each sampler to the listener, then consolidate proven demand

Product-First Brand Advantage

Move advantage from promotional claims into product and distribution

Search-to-Trust Audience Journey

Answer buying questions first, then earn attention for deeper ideas

The Five Things The Brain Won't Delete

Scary, strange, sexy, free and familiar — and only the last two are available to almost everyone.

The Outside-In Taste Filter

Protect the audience's perspective while specialists build the product

The Personal Playbook Ecosystem

Turn distinctive lived experience into a brand and a portfolio of offers

Friction-First Growth Test

Remove unnecessary steps before concluding that customers reject the product

Local Cluster Growth Loop

Recruit a local nucleus, focus acquisition nearby, then repeat

Natural Audience Evolution Rule

Let your public work follow genuine change instead of forcing relevance

Post-Event Audience Channel Interview

Ask real customers where they found you and why they bought

Feeling-Level Customer Pulse

Stay close to customers' feelings and adapt the conversation to their lives.

Launch With A Discussion Group

A free WhatsApp or Facebook group is the cheapest way to assemble the exact market you want to sell to.

Native-Voice Marketing

Replace borrowed polish with content that sounds like the person behind it

The Four R's of Customer Success

Retain, Review, Refer, Resell — the four milestones every customer should hit

The Noise-Among-Noise Method

Earn attention by transforming an overlooked input

The Repositioning Sacrifice

To move up a tier, quit the profitable work that anchors you to the tier below

City-By-City Liquidity Launch

Break stigma by making the cool crowd download it in front of each other, one city at a time