Role

    Marketing Framework Guides for Marketing Managers

    Framework guides built specifically for Marketing Managers. Learn how to use proven marketing frameworks to solve the problems you face every day, with step-by-step processes and real-world examples that actually work.

    PRODUCT LAUNCHGet Who To By

    A Clear Product Launch Strategy using the Get Who To By Framework

    Learn how to a clear product launch strategy using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Align Brand Capability with Strategy Using 4 Points Strategy Framework

    Learn how to align brand capability with strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENT4C Framework

    Align Insights with Execution using the 4C Framework

    Learn how to align insights with execution using the 4C Framework. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENTGet Who To By

    Align Marketing and Sales Briefs using Get Who To By

    Learn how to align marketing and sales briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Align on Campaign Success Criteria using Get Who To By

    Learn how to align on campaign success criteria using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENTGet Who To By

    Align Product and Marketing Objectives in SaaS Briefs using Get Who To By

    Learn how to align product and marketing objectives in SaaS briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENT4 Points Strategy

    Align Stakeholders Before Execution Using 4 Points Strategy Framework

    Learn how to align stakeholders before execution using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    Align Strategy and Creative Direction with 4 Points Strategy

    Learn how to align strategy and creative direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENTGet Who To By

    Align Supply and Demand Objectives in Marketplace Briefs using Get Who To By

    Learn how to align supply and demand objectives in marketplace briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENT4C Framework

    Align Teams Across Functions using the 4C Framework

    Learn how to align teams across functions using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Anchor Strategy in Human Reality with the 4 Points Strategy

    Learn how to anchor strategy in human reality using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    VALUE PROPOSITION4C Framework

    Applying the 4C Framework to Enterprise Software Nobody Wants to Buy

    Learn how to apply the 4C Framework to enterprise software nobody wants to buy. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Applying the 4C Framework to Fintech Apps Fighting Trust Barriers

    Learn how to apply the 4C Framework to fintech apps fighting trust barriers. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Applying the 4C Framework to FMCG Brands Fighting Category Indifference

    Learn how to apply the 4C Framework to FMCG brands fighting category indifference. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Applying the 4C Framework to Healthcare Communication Without Fear Tactics

    Learn how to apply the 4C Framework to healthcare communication without fear tactics. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Applying the 4C Framework to Media Brands Struggling for Attention

    Learn how to apply the 4C Framework to media brands struggling for attention. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Applying the 4C Framework to NGO and Purpose-Driven Brands

    Learn how to apply the 4C Framework to NGO and purpose-driven brands. Practical guide with step-by-step process and real examples.

    MARKETING PROBLEMS4C Framework

    Applying the 4C Framework to Subscription Products with High Churn

    Learn how to apply the 4C Framework to subscription products with high churn. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Bring a Project Back on Track with a Sharper Brief using Get Who To By

    Learn how to bring a project back on track with a sharper brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENT4 Points Strategy

    Bring Discipline to Strategy Discussions with the 4 Points Strategy

    Learn how to bring discipline to strategy discussions using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENTGet Who To By

    Bring Every Team Back to One Clear Direction using Get Who To By

    Learn how to bring every team back to one clear direction using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENTGet Who To By

    Bring Strategic Alignment to Your Team using Get Who To By

    Learn how to bring strategic alignment to your team using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Build a Brief That Drives Action, Not Discussion using Get Who To By

    Learn how to build a brief that drives action, not discussion using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENT4C Framework

    Build a Cleaner, More Focused Brief with the 4C Framework

    Learn how to build a cleaner, more focused brief using the 4C Framework. Practical guide with step-by-step process and real examples.

    VALUE PROPOSITION4C Framework

    Build a Clear Value Proposition with the 4C Framework

    Learn how to build a clear value proposition using the 4C Framework. Practical guide with step-by-step process and real examples.

    PRODUCT LAUNCH4C Framework

    Build a Customer-First Product Launch using the 4C Framework

    Learn how to build a customer-first product launch using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Build a Strategy People Can Repeat Using the 4 Points Strategy Framework

    Learn how to build a strategy people can repeat using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Build Actionable Briefs Faster with the Get Who To By Framework

    Learn how to build actionable briefs faster with the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    Build Campaign Ideas from Insight with the 4 Points Strategy

    Learn how to build campaign ideas from insight using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    Build Campaign Strategy from Insight Using 4 Points Strategy Framework

    Learn how to build campaign strategy from insight using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Build Customer Relevance in Saturated Categories with 4C

    Learn how to build customer relevance in saturated categories using the 4C Framework. Practical guide with step-by-step process and real examples.

    CREATIVE DIRECTIONGet Who To By

    Build High-Conviction Creative Direction with Get Who To By

    Learn how to build high-conviction creative direction with get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENT4 Points Strategy

    Build Strategic Briefs That Decide Using 4 Points Strategy Framework

    Learn how to build strategic briefs that decide using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Build Strategic Clarity Using the 4 Points Strategy Framework

    Learn how to build strategic clarity using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Build Strategy Around Human Behavior with the 4 Points Strategy

    Learn how to build strategy around human behavior using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Build Strategy Around Winnable Advantage with the 4 Points Strategy

    Learn how to build strategy around winnable advantage using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    CREATIVE DIRECTION4C Framework

    Build Stronger Creative Direction using the 4C Framework

    Learn how to build stronger creative direction using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Building E-commerce Relevance Beyond Discounts with the 4C Framework

    Learn how to build e-commerce relevance beyond discounts using the 4C Framework. Practical guide with step-by-step process and real examples.

    PRODUCT LAUNCHGet Who To By

    Clarify Conversion Objectives in Fintech Launches using Get Who To By

    Learn how to clarify conversion objectives in fintech launches using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Clarify Decision-Maker Focus in B2B Briefs using Get Who To By

    Learn how to clarify decision-maker focus in B2B briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENT4 Points Strategy

    Clarify Decisions Before Briefing Using 4 Points Strategy Framework

    Learn how to clarify decisions before briefing using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Clarify Engagement Objectives in Media Campaign Briefs using Get Who To By

    Learn how to clarify engagement objectives in media campaign briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    PRODUCT LAUNCHGet Who To By

    Clarify Launch Objectives for DTC Products using Get Who To By

    Learn how to clarify launch objectives for DTC products using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    GO-TO-MARKET STRATEGYGet Who To By

    Clarify the Ask in a Go-To-Market Brief using Get Who To By

    Learn how to clarify the ask in a go-to-market brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Clarify the Primary Customer Action in Telco Campaigns using Get Who To By

    Learn how to clarify the primary customer action in telco campaigns using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Clarify What Success Actually Means in a Brief using Get Who To By

    Learn how to clarify what success actually means in a brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Clarify What Your Brand Is Solving with the 4 Points Strategy

    Learn how to clarify what your brand is solving using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Clarify Why You Win Using the 4 Points Strategy

    Learn how to clarify why you win using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Create a Brand Strategy That Actually Says Something with 4 Points Strategy

    Learn how to create a brand strategy that actually says something using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Create a Campaign Brief That People Actually Follow using Get Who To By

    Learn how to create a campaign brief that people actually follow using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Create a Clear Brief Under Time Pressure using Get Who To By

    Learn how to create a clear brief under time pressure using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Create a Sales Enablement Brief using Get Who To By

    Learn how to create a sales enablement brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Create a Sharper Campaign Brief in Minutes with Get Who To By

    Learn how to create a sharper campaign brief in minutes with get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    Create Campaign Direction Beyond Themes Using 4 Points Strategy Framework

    Learn how to create campaign direction beyond themes using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    Create Campaign Focus Without Killing Ideas Using 4 Points Strategy Framework

    Learn how to create campaign focus without killing ideas using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATIONGet Who To By

    Create Cleaner, Simpler Decks using the Get Who To By Framework

    Learn how to create cleaner, simpler decks using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Create Clearer, More Persuasive Decks using the 4C Framework

    Learn how to create clearer, more persuasive decks using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Create Compliant but Focused Healthcare Briefs using Get Who To By

    Learn how to create compliant but focused healthcare briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4C Framework

    Create Customer-Centric Campaigns with the 4C Framework

    Learn how to create customer-centric campaigns using the 4C Framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Define Clear Behavioral Goals for Utility Campaigns using Get Who To By

    Learn how to define clear behavioral goals for utility campaigns using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Define Clear Strategic Direction Using the 4 Points Strategy Framework

    Learn how to define clear strategic direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Define Learning Adoption Goals in EdTech Briefs using Get Who To By

    Learn how to define learning adoption goals in EdTech briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    Use caseGet Who To By

    Define Sales-Support Objectives in Enterprise Briefs using Get Who To By

    Learn how to define sales-support objectives in enterprise briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Define the One Action Travel Campaigns Must Trigger using Get Who To By

    Learn how to define the one action travel campaigns must trigger using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    PRODUCT LAUNCHGet Who To By

    Define the One Activation Goal in a SaaS Launch Brief using Get Who To By

    Learn how to define the one activation goal in a SaaS launch brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    GO-TO-MARKET STRATEGYGet Who To By

    Define the One Behavior a GTM Brief Must Drive using Get Who To By

    Learn how to define the one behavior a GTM brief must drive using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Define the One Behavior Healthcare Campaigns Must Drive using Get Who To By

    Learn how to define the one behavior healthcare campaigns must drive using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Define the One Objective That Matters in a Brief using Get Who To By

    Learn how to define the one objective that matters in a brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Define the One Retention Behavior That Matters using Get Who To By

    Learn how to define the one retention behavior that matters using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Define the One Shopper Behavior That Matters using Get Who To By

    Learn how to define the one shopper behavior that matters using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Define the One Side That Matters First using Get Who To By

    Learn how to define the one side that matters first using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Define the One Thing Your Campaign Must Achieve using Get Who To By

    Learn how to define the one thing your campaign must achieve using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Define the One Trust-Building Action in Financial Campaigns using Get Who To By

    Learn how to define the one trust-building action in financial campaigns using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENT4 Points Strategy

    Define the Strategic Core of Briefs with 4 Points Strategy

    Learn how to define the strategic core of briefs using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Define What Only Your Brand Can Own with 4 Points Strategy

    Learn how to define what only your brand can own using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    MARKETING PROBLEMS4C Framework

    Diagnose Campaign Underperformance with the 4C Framework

    Learn how to diagnose campaign underperformance using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Diagnose Weak Strategy Using 4 Points Strategy Framework

    Learn how to diagnose weak strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Differentiate Beyond Price with the 4C Framework

    Learn how to differentiate beyond price using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Escape Generic Differentiation with the 4 Points Strategy Framework

    Learn how to escape generic differentiation using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Find Behavioral Truths Driving Choice Using the 4 Points Strategy Framework

    Learn how to find behavioral truths driving choice using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Fix a Brief That's Already in Production using Get Who To By

    Learn how to fix a brief that's already in production using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Fix a Campaign Brief That Confuses Everyone using Get Who To By

    Learn how to fix a campaign brief that confuses everyone using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    GO-TO-MARKET STRATEGY4C Framework

    Fix a Weak Go-To-Market Strategy with the 4C Framework

    Learn how to fix a weak go-to-market strategy using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Fix Awareness-Only Telco Briefs using Get Who To By

    Learn how to fix awareness-only telco briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENT4 Points Strategy

    Fix Briefs That Decide Nothing with the 4 Points Strategy

    Learn how to fix briefs that decide nothing using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Fix Briefs with Too Many Objectives using Get Who To By

    Learn how to fix briefs with too many objectives using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    Fix Campaigns Built on Weak Strategy with 4 Points Strategy

    Learn how to fix campaigns built on weak strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Fix Content-Led Campaign Briefs That Lack Direction using Get Who To By

    Learn how to fix content-led campaign briefs that lack direction using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    Fix Creative That Looks Good Using 4 Points Strategy Framework

    Learn how to fix creative that looks good using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Fix Fear-Based Healthcare Messaging at the Brief Level using Get Who To By

    Learn how to fix fear-based healthcare messaging at the brief level using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Fix Feature-Driven SaaS Briefs using Get Who To By

    Learn how to fix feature-driven SaaS briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Fix Feature-Led EdTech Messaging at the Brief Level using Get Who To By

    Learn how to fix feature-led EdTech messaging at the brief level using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Fix Generic Strategy Using the 4 Points Strategy Framework

    Learn how to fix generic strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    GO-TO-MARKET STRATEGYGet Who To By

    Fix GTM Briefs That Try to Do Everything using Get Who To By

    Learn how to fix GTM briefs that try to do everything using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Fix Long-Cycle B2B Campaign Briefs using Get Who To By

    Learn how to fix long-cycle B2B campaign briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Fix Me-Too Brand Strategy with the 4 Points Strategy

    Learn how to fix me-too brand strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Fix Meaningless Insights Using the 4 Points Strategy Framework

    Learn how to fix meaningless insights using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Fix Multi-Audience Marketplace Briefs using Get Who To By

    Learn how to fix multi-audience marketplace briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Fix Overcomplicated Messaging using the 4C Framework

    Learn how to fix overcomplicated messaging using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Fix Overloaded FMCG Campaign Briefs using Get Who To By

    Learn how to fix overloaded FMCG campaign briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENT4C Framework

    Fix Product–Marketing Misalignment with the 4C Framework

    Learn how to fix product–marketing misalignment using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONINGGet Who To By

    Fix Rebrand Briefs That Try to Please Everyone using Get Who To By

    Learn how to fix rebrand briefs that try to please everyone using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Fix Risk-Averse Financial Briefs using Get Who To By

    Learn how to fix risk-averse financial briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENT4 Points Strategy

    Fix Strategic Confusion at Brief Level Using 4 Points Strategy Framework

    Learn how to fix strategic confusion at brief level using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Fix Strategy That Sounds Right with the 4 Points Strategy

    Learn how to fix strategy that sounds right using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Fix Subscription Campaigns That Chase Too Many Metrics using Get Who To By

    Learn how to fix subscription campaigns that chase too many metrics using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Fix Unfocused Strategy using the Get Who To By Framework

    Learn how to fix unfocused strategy using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Fix Unused Strategy with the 4 Points Strategy

    Learn how to fix unused strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATIONGet Who To By

    Fix Your Off-Target Messaging using the Get Who To By Framework

    Learn how to fix your off-target messaging using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Fixing Automotive Messaging Overload with the 4C Framework

    Learn how to fix automotive messaging overload using the 4C Framework. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Fixing Telco Offers Nobody Understands with the 4C Framework

    Learn how to fix telco offers nobody understands using the 4C Framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Gain Strategic Clarity Under Pressure with Get Who To By

    Learn how to gain strategic clarity under pressure with get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    Give Creative Teams Strategic Backbone Using 4 Points Strategy Framework

    Learn how to give creative teams strategic backbone using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Go Beyond Surface Insights with the 4 Points Strategy

    Learn how to go beyond surface insights using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    How Brand Managers Use the 4C Framework to Maintain Relevance

    Learn how brand managers use the 4C Framework to maintain relevance. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    How Brand Strategists Sharpen Brand Direction Using the 4 Points Strategy

    Learn how brand strategists sharpen brand direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    How CMOs Set Clear Strategic Direction with the 4 Points Strategy Framework

    Learn how CMOs set clear strategic direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    How CMOs Use the 4C Framework to Refocus Brand Strategy

    Learn how CMOs use the 4C Framework to refocus brand strategy. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    How Content Strategists Use the 4C Framework to Shape Messaging Systems

    Learn how content strategists use the 4C Framework to shape messaging systems. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    How Creative Directors Align Creative Direction with 4 Points Strategy

    Learn how creative directors align creative direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    CREATIVE DIRECTION4C Framework

    How Creative Directors Use the 4C Framework to Sharpen Direction

    Learn how creative directors use the 4C Framework to sharpen direction. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    How Cross-Functional Leaders Align Strategy Using the 4 Points Strategy

    Learn how cross-functional leaders align strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    How Founders Create Strategic Focus Using the 4 Points Strategy

    Learn how founders create strategic focus using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    How Growth Leads Prioritize Strategic Choices Using the 4 Points Strategy

    Learn how growth leads prioritize strategic choices using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    CONVERSION & PERFORMANCE4C Framework

    How Growth Leads Use the 4C Framework to Prioritize Experiments

    Learn how growth leads use the 4C Framework to prioritize experiments. Practical guide with step-by-step process and real examples.

    GO-TO-MARKET STRATEGY4C Framework

    How Heads of Product Use the 4C Framework to Support Go-To-Market

    Learn how heads of product use the 4C Framework to support go-to-market. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    How Marketing Managers Build Actionable Strategy with the 4 Points Strategy Framework

    Learn how marketing managers build actionable strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENT4C Framework

    How Marketing Managers Use the 4C Framework to Align Stakeholders

    Learn how marketing managers use the 4C Framework to align stakeholders. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    How Product Marketers Turn Insight into Strategy with 4 Points Strategy Framework

    Learn how product marketers turn insight into strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    VALUE PROPOSITION4C Framework

    How Product Marketers Use the 4C Framework to Clarify Value Propositions

    Learn how product marketers use the 4C Framework to clarify value propositions. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    How Startup Marketers Use the 4C Framework Under Budget Pressure

    Learn how startup marketers use the 4C Framework under budget pressure. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    How Strategy Directors Use the 4C Framework to Challenge Weak Assumptions

    Learn how strategy directors use the 4C Framework to challenge weak assumptions. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    How UX Strategists Shape Strategic Direction with 4 Points Strategy Framework

    Learn how UX strategists shape strategic direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Identify Real Brand Advantage Using the 4 Points Strategy Framework

    Learn how to identify real brand advantage using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Identify Strategic Tension Using the 4 Points Strategy

    Learn how to identify strategic tension using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Identify the Real Human Problem Using the 4 Points Strategy Framework

    Learn how to identify the real human problem using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Identify What's Missing in Strategy Using 4 Points Strategy Framework

    Learn how to identify what's missing in strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    CONVERSION & PERFORMANCE4C Framework

    Improve Conversion Without Changing the Product with 4C

    Learn how to improve conversion without changing the product using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Make Brand Advantage Useful Using the 4 Points Strategy

    Learn how to make brand advantage useful using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Make Communication Truly Customer-Centric using the 4C Framework

    Learn how to make communication truly customer-centric using the 4C Framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    Make Creative Strategy Less Subjective with the 4 Points Strategy

    Learn how to make creative strategy less subjective using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENT4 Points Strategy

    Make Strategic Trade-Offs Explicit Using 4 Points Strategy Framework

    Learn how to make strategic trade-offs explicit using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Make Your Messaging Matter using the 4C Framework

    Learn how to make your messaging matter using the 4C Framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Plan Behavior-Driven Marketing using the Get Who To By Framework

    Learn how to plan behavior-driven marketing using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4C Framework

    Plan More Effective Campaigns using the 4C Framework

    Learn how to plan more effective campaigns using the 4C Framework. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENTGet Who To By

    Realign a Project After Conflicting Feedback using Get Who To By

    Learn how to realign a project after conflicting feedback using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Rebrief a Campaign Without Starting from Scratch using Get Who To By

    Learn how to rebrief a campaign without starting from scratch using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Rebuild Broken Strategy Using 4 Points Strategy Framework

    Learn how to rebuild broken strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONINGGet Who To By

    Rebuild Your Brand Positioning using the Get Who To By Framework

    Learn how to rebuild your brand positioning using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

    VALUE PROPOSITION4C Framework

    Rebuild Your Value Proposition using the 4C Framework

    Learn how to rebuild your value proposition using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENT4 Points Strategy

    Reduce Opinion-Driven Decisions with the 4 Points Strategy

    Learn how to reduce opinion-driven decisions using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Replace Vague Brand Thinking with the 4 Points Strategy

    Learn how to replace vague brand thinking with the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Reset Your Brand Positioning Around Real Needs using the 4C Framework

    Learn how to reset your brand positioning around real needs using the 4C Framework. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENTGet Who To By

    Resolve Stakeholder Disagreement Through Better Briefing using Get Who To By

    Learn how to resolve stakeholder disagreement through better briefing using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Separate Insight from Research Noise Using the 4 Points Strategy Framework

    Learn how to separate insight from research noise using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONINGGet Who To By

    Set a Clear Repositioning Objective using Get Who To By

    Learn how to set a clear repositioning objective using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Set a Single Campaign Objective using the Get Who To By Framework

    Learn how to set a single campaign objective using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

    BRAND POSITIONINGGet Who To By

    Set the Right Goal for a Rebrand using Get Who To By

    Learn how to set the right goal for a rebrand using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Shift Your Thinking from Product to Person with the 4C Framework

    Learn how to shift your thinking from product to person using the 4C Framework. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENTGet Who To By

    Simplify Your Strategy for Stakeholders using Get Who To By

    Learn how to simplify your strategy for stakeholders using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Solve Positioning Weaknesses using the 4C Framework

    Learn how to solve positioning weaknesses using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Stop Borrowing Category Language Using 4 Points Strategy Framework

    Learn how to stop borrowing category language using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Stop Guessing What People Care About Using the 4 Points Strategy Framework

    Learn how to stop guessing what people care about using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Strengthen Creative Output through Sharper Objectives using Get Who To By

    Learn how to strengthen creative output through sharper objectives using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Strengthen Your Creative Work using the Get Who To By Framework

    Learn how to strengthen your creative work using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

    CONVERSION & PERFORMANCE4C Framework

    Strengthen Your Landing Page Strategy with the 4C Framework

    Learn how to strengthen your landing page strategy using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Strip Strategy Down to What Matters with the 4 Points Strategy

    Learn how to strip strategy down to what matters using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Translate Product Features into Human Benefits with the 4C Framework

    Learn how to translate product features into human benefits using the 4C Framework. Practical guide with step-by-step process and real examples.

    VALUE PROPOSITION4C Framework

    Tune Your Strategy to Customer Value using the 4C Framework

    Learn how to tune your strategy to customer value using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Turn a Messy Insight into a Focused Ask using Get Who To By

    Learn how to turn a messy insight into a focused ask using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Turn Brand Strengths into Strategic Leverage Using 4 Points Strategy Framework

    Learn how to turn brand strengths into strategic leverage using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Turn Data Into Better Storytelling using the 4C Framework

    Learn how to turn data into better storytelling using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Turn Insight into Strategic Direction Using the 4 Points Strategy Framework

    Learn how to turn insight into strategic direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Turn Messy Brand Strategy into Direction with the 4 Points Strategy

    Learn how to turn messy brand strategy into clear direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4 Points Strategy

    Turn Observations into Real Insight with the 4 Points Strategy

    Learn how to turn observations into real insight using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Turn Strategic Thinking into a Usable Brief using Get Who To By

    Learn how to turn strategic thinking into a usable brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGY4 Points Strategy

    Turn Strategy into Creative Direction with the 4 Points Strategy

    Learn how to turn strategy into creative direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENT4 Points Strategy

    Turn Strategy into Usable Briefs with the 4 Points Strategy

    Learn how to turn strategy into usable briefs using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

    BRIEF DEVELOPMENTGet Who To By

    Turn Vague Briefing Language into Clear Direction using Get Who To By

    Learn how to turn vague briefing language into clear direction using the Get Who To By framework. Practical guide with step-by-step process and real examples.

    CAMPAIGN STRATEGYGet Who To By

    Turn Vague Marketing Goals into Concrete Actions using Get Who To By

    Learn how to turn vague marketing goals into concrete actions using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Understand Real Buying Motivation using the 4C Framework

    Learn how to understand real buying motivation using the 4C Framework. Practical guide with step-by-step process and real examples.

    CONVERSION & PERFORMANCE4C Framework

    Understand Why Customers Hesitate to Buy with 4C

    Learn why customers hesitate to buy and how to address it using the 4C Framework. Practical guide with step-by-step process and real examples.

    CONVERSION & PERFORMANCE4C Framework

    Using the 4C Framework as a Performance Marketer to Improve Conversion

    Learn how to use the 4C Framework as a performance marketer to improve conversion. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Using the 4C Framework for B2B Services with Long Sales Cycles

    Learn how to use the 4C Framework for B2B services with long sales cycles. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENT4C Framework

    Using the 4C Framework for Cross-Functional Leadership Teams

    Learn how to use the 4C Framework for cross-functional leadership teams. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Using the 4C Framework for DTC Brands Scaling Past Early Adopters

    Learn how to use the 4C Framework for DTC brands scaling past early adopters. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Using the 4C Framework for EdTech Products Competing on Features

    Learn how to use the 4C Framework for EdTech products competing on features. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Using the 4C Framework for Energy and Utilities Communication

    Learn how to use the 4C Framework for energy and utilities communication. Practical guide with step-by-step process and real examples.

    TEAM ALIGNMENT4C Framework

    Using the 4C Framework for Internal Brand Alignment Workshops

    Learn how to use the 4C Framework for internal brand alignment workshops. Practical guide with step-by-step process and real examples.

    SALES PROBLEMS4C Framework

    Using the 4C Framework for Sales Enablement Teams

    Learn how to use the 4C Framework for sales enablement teams. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Using the 4C Framework for Travel Brands Selling the Same Destinations

    Learn how to use the 4C Framework for travel brands selling the same destinations. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Using the 4C Framework to Differentiate Retail Brands Beyond Price Wars

    Learn how to differentiate retail brands beyond price wars using the 4C Framework. Practical guide with step-by-step process and real examples.

    MESSAGING & COMMUNICATION4C Framework

    Using the 4C Framework to Market Financial Products People Don't Trust

    Learn how to market financial products people don't trust using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Using the 4C Framework to Position SaaS Products in Crowded Markets

    Learn how to position SaaS products in crowded markets using the 4C Framework. Practical guide with step-by-step process and real examples.

    BRAND POSITIONING4C Framework

    Using the 4C Framework to Reposition Legacy Brands in Modern Categories

    Learn how to reposition legacy brands in modern categories using the 4C Framework. Practical guide with step-by-step process and real examples.

    VALUE PROPOSITION4C Framework

    Why Customers Don't Care — Fixed with the 4C Framework

    Learn why customers don't care and how to fix it using the 4C Framework. Practical guide with step-by-step process and real examples.

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