Read business through
customers and numbers.
We turn marketing ideas into testable decisions—and connect those decisions to revenue, margin, capital, and cash flow.
Situation
When does the customer need progress?
Human motive
What deeply felt desire or anxiety matters?
Behavior
What makes action easier or harder?
Economics
How does behavior reach revenue and cash?
Learn marketing as a decision system
View all 90 articles →N1 Analysis: Learn from One Customer Without Generalizing Too Fast
A practical guide to N1 Analysis: Learn from One Customer Without Generalizing Too Fast: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Read field note →Customer InsightJobs to Be Done and Category Entry Points
A practical guide to Jobs to Be Done and Category Entry Points: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Read field note →Behavior DesignThe ARMS Behavior Model
A practical guide to The ARMS Behavior Model: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Read field note →Behavior DesignHabit Design for Marketing
A practical guide to Habit Design for Marketing: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Read field note →Brand StrategyBrand Growth, Penetration, and Market Structure
A practical guide to Brand Growth, Penetration, and Market Structure: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Read field note →Brand StrategyThe 95–5 Rule in B2B Marketing
A practical guide to The 95–5 Rule in B2B Marketing: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Read field note →Book reviews built for application
View all 93 reviews →HOW BRANDS GROW
A practical review of HOW BRANDS GROW: what the book changes, who it helps, how to apply it, what to measure, and where its argument may fail.
Read review →Business & ExecutionCOMPETING AGAINST LUCK
A practical review of COMPETING AGAINST LUCK: what the book changes, who it helps, how to apply it, what to measure, and where its argument may fail.
Read review →Strategy & ManagementGOOD STRATEGY BAD STRATEGY
A practical review of GOOD STRATEGY BAD STRATEGY: what the book changes, who it helps, how to apply it, what to measure, and where its argument may fail.
Read review →Business & ExecutionTHE INNOVATOR'S DILEMMA
A practical review of THE INNOVATOR'S DILEMMA: what the book changes, who it helps, how to apply it, what to measure, and where its argument may fail.
Read review →Strategy & ManagementPLAYING TO WIN
A practical review of PLAYING TO WIN: what the book changes, who it helps, how to apply it, what to measure, and where its argument may fail.
Read review →Business & ExecutionCOMPETING IN THE AGE OF AI
A practical review of COMPETING IN THE AGE OF AI: what the book changes, who it helps, how to apply it, what to measure, and where its argument may fail.
Read review →
