Learn the mechanism,
not the slogan.
Each article combines established marketing knowledge with a practical chain from human motive to behavior, operating metrics, and financial outcomes.
90 field notes
Owned Media and Email: Help the Customer Make the Next Decision
A practical guide to Owned Media and Email: Help the Customer Make the Next Decision: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Owned Media and Email · Evidence-Based MarketingRead field note →Brand StrategyFan-Base Marketing in the Age of AI
A practical guide to Fan-Base Marketing in the Age of AI: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Brand Strategy · Fan-Base Marketing in the Age of AI · Evidence-Based MarketingRead field note →Data & Business DesignRead the Business Model Through the Three Financial Statements
A practical guide to Read the Business Model Through the Three Financial Statements: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Read the Business Model Through the Three Financial Statements · Evidence-Based MarketingRead field note →Data & Business DesignDesigning the CMO Role
A practical guide to Designing the CMO Role: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Designing the CMO Role · Evidence-Based MarketingRead field note →Data & Business DesignHow to Build a Repeatable Earnings-Analysis Method
A practical guide to How to Build a Repeatable Earnings-Analysis Method: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · How to Build a Repeatable Earnings-Analysis Method · Evidence-Based MarketingRead field note →Customer InsightQuestion Design for Better Marketing Decisions
A practical guide to Question Design for Better Marketing Decisions: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Question Design for Better Marketing Decisions · Evidence-Based MarketingRead field note →Customer InsightSegment Markets by Customer Situation
A practical guide to Segment Markets by Customer Situation: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Segment Markets by Customer Situation · Evidence-Based MarketingRead field note →Customer InsightBuild Customer Journeys from Evidence, Not Imagination
A practical guide to Build Customer Journeys from Evidence, Not Imagination: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Build Customer Journeys from Evidence, Not Imagination · Evidence-Based MarketingRead field note →Customer InsightConnect Willingness to Pay with Customer Value
A practical guide to Connect Willingness to Pay with Customer Value: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Connect Willingness to Pay with Customer Value · Evidence-Based MarketingRead field note →Customer InsightUse Service Blueprints to Find Friction
A practical guide to Use Service Blueprints to Find Friction: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Use Service Blueprints to Find Friction · Evidence-Based MarketingRead field note →Behavior DesignChoice Architecture, Defaults, and Ethics
A practical guide to Choice Architecture, Defaults, and Ethics: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Behavior Design · Choice Architecture, Defaults, and Ethics · Evidence-Based MarketingRead field note →Behavior DesignOnboarding Is About Time to Value
A practical guide to Onboarding Is About Time to Value: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Behavior Design · Onboarding Is About Time to Value · Evidence-Based MarketingRead field note →Behavior DesignHow to Read Cohort Retention
A practical guide to How to Read Cohort Retention: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Behavior Design · How to Read Cohort Retention · Evidence-Based MarketingRead field note →Behavior DesignThe Hidden Cost of Discount Promotions
A practical guide to The Hidden Cost of Discount Promotions: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Behavior Design · The Hidden Cost of Discount Promotions · Evidence-Based MarketingRead field note →Brand StrategyDesign Category Entry Points
A practical guide to Design Category Entry Points: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Brand Strategy · Design Category Entry Points · Evidence-Based MarketingRead field note →Brand StrategyBuild Distinctive Brand Assets Beyond the Logo
A practical guide to Build Distinctive Brand Assets Beyond the Logo: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Brand Strategy · Build Distinctive Brand Assets Beyond the Logo · Evidence-Based MarketingRead field note →Brand StrategyMental and Physical Availability
A practical guide to Mental and Physical Availability: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Brand Strategy · Mental and Physical Availability · Evidence-Based MarketingRead field note →Brand StrategyBrand Portfolio Architecture
A practical guide to Brand Portfolio Architecture: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Brand Strategy · Brand Portfolio Architecture · Evidence-Based MarketingRead field note →CommunicationDesign Content for the B2B Buying Committee
A practical guide to Design Content for the B2B Buying Committee: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Design Content for the B2B Buying Committee · Evidence-Based MarketingRead field note →CommunicationThought Leadership That Builds Future Demand
A practical guide to Thought Leadership That Builds Future Demand: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Thought Leadership That Builds Future Demand · Evidence-Based MarketingRead field note →CommunicationContent Strategy for AI Search
A practical guide to Content Strategy for AI Search: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Content Strategy for AI Search · Evidence-Based MarketingRead field note →CommunicationDesign Message Sequence, Not Message Volume
A practical guide to Design Message Sequence, Not Message Volume: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Design Message Sequence, Not Message Volume · Evidence-Based MarketingRead field note →Data & Business DesignIncrementality: Separate Captured Sales from Created Sales
A practical guide to Incrementality: Separate Captured Sales from Created Sales: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Incrementality · Evidence-Based MarketingRead field note →Data & Business DesignWhen to Use Marketing Mix Modeling
A practical guide to When to Use Marketing Mix Modeling: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · When to Use Marketing Mix Modeling · Evidence-Based MarketingRead field note →
