DOMAIN

Marketing

The science of making people care.

Frameworks

Core mental models and strategic tools for this domain.

MARKETING

Mental & Physical Availability

Be where they think and where they shop, invisible on either end means invisible everywhere.

KEY COMPONENTS

Brand recallEasy to findMemory structuresShelf presenceTop of mindPoint of purchase

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MARKETING

Category Design

Don't race in someone else's lane, build the track and run it alone.

KEY COMPONENTS

Create the categoryOwn the problemDefine the rulesNew market spaceLead by designDominate

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MARKETING

AARRR Pirate Metrics

Five ports on every user's voyage, miss one and the ship starts sinking.

KEY COMPONENTS

AcquisitionActivationRetentionRevenueReferralGrowth funnel

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MARKETING

Brand Archetypes

Every great brand wears a soul, find yours before the audience finds someone else's.

KEY COMPONENTS

Character identityPersonality typeEmotional bondStory roleConsistent voiceHuman feel

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MARKETING

Double Jeopardy Law

Small brands pay twice, fewer people come, and those who do, come less often.

KEY COMPONENTS

Small market shareFewer buyersLess loyaltyBrand size lawPenetration gapUniversal pattern

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MARKETING

The Bullseye Framework

Test every channel, narrow your aim, the bullseye only shows itself after the arrows fly.

KEY COMPONENTS

19 channelsOuter-inner-core ringsTraction testingPriority rankingGrowth experimentsBest channel

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Fusions

Powerful combinations of concepts applied to real-world scenarios.

The Memory Dividend

Double Jeopardy Law + Peak-End Rule + Physical Availability

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The Job-Channel Lock

Jobs-to-be-Done + Bullseye Framework

Open Document

The Category King Playbook

Category Design + Strategic Narrative + Brand Archetypes

Open Document

The Fame-and-Findability Engine

Mental & Physical Availability + Distinctive Brand Assets

Open Document