Audience & Insight Frameworks
The frameworks for actually understanding the human on the other side - what job they are hiring you for, how they feel, where they are, and the one true insight that unlocks an idea. Each with a live diagram, worked examples and honest sources.
Jobs To Be Done
People don't buy products, they hire them to make progress. Map the four forces - push, pull, anxiety, habit - that decide whether they switch.
Bullseye Customer
Aim at the smallest, sharpest core customer first, then widen. The discipline of who you're NOT for, drawn in concentric rings.
Empathy Map
Get inside one customer's head - what they say, think, do and feel. Four quadrants that turn a demographic into a human.
Customer Persona
A research-based portrait of who you're really for - goals, frustrations, motivations, behaviours. The antidote to 'everyone'.
Customer Journey Map
The whole route from never-heard-of-you to advocate, stage by stage - what they do, what they feel, and where it breaks.
Insight & Tension Statement
The most abused word in advertising, done properly. Observation, then tension, then the human truth that unlocks an idea.