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
Unit Economics Beyond a Single LTV/CAC Ratio
A practical guide to Unit Economics Beyond a Single LTV/CAC Ratio: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Unit Economics Beyond a Single LTV/CAC Ratio · Evidence-Based MarketingRead field note →Data & Business DesignMarketplace Liquidity: Measure the Probability of a Match
A practical guide to Marketplace Liquidity: Measure the Probability of a Match: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Marketplace Liquidity · Evidence-Based MarketingRead field note →Data & Business DesignWhat Is Marketing?
A practical guide to What Is Marketing?: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · What Is Marketing? · Evidence-Based MarketingRead field note →Data & Business DesignMarketing Strategy Starts with What You Will Not Do
A practical guide to Marketing Strategy Starts with What You Will Not Do: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Marketing Strategy Starts with What You Will Not Do · Evidence-Based MarketingRead field note →Data & Business DesignHow to Build a Marketing Plan
A practical guide to How to Build a Marketing Plan: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · How to Build a Marketing Plan · Evidence-Based MarketingRead field note →Customer InsightDefine a Target Market by Buying Situation
A practical guide to Define a Target Market by Buying Situation: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Define a Target Market by Buying Situation · Evidence-Based MarketingRead field note →Customer InsightBuild Personas from Evidence, Not Fiction
A practical guide to Build Personas from Evidence, Not Fiction: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Build Personas from Evidence, Not Fiction · Evidence-Based MarketingRead field note →Customer InsightMarket Research Starts with the Question
A practical guide to Market Research Starts with the Question: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Market Research Starts with the Question · Evidence-Based MarketingRead field note →Data & Business Design3C Analysis Beyond Direct Competitors
A practical guide to 3C Analysis Beyond Direct Competitors: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · 3C Analysis Beyond Direct Competitors · Evidence-Based MarketingRead field note →Customer InsightSTP Analysis Begins with Customer Situations
A practical guide to STP Analysis Begins with Customer Situations: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · STP Analysis Begins with Customer Situations · Evidence-Based MarketingRead field note →Data & Business DesignConnect the 4Ps to Customer Behavior and the P&L
A practical guide to Connect the 4Ps to Customer Behavior and the P&L: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Connect the 4Ps to Customer Behavior and the P&L · Evidence-Based MarketingRead field note →Data & Business DesignRead the Product Life Cycle Through Customer Structure
A practical guide to Read the Product Life Cycle Through Customer Structure: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Read the Product Life Cycle Through Customer Structure · Evidence-Based MarketingRead field note →Data & Business DesignPricing Strategy: Connect Value and Gross Margin
A practical guide to Pricing Strategy: Connect Value and Gross Margin: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Pricing Strategy · Evidence-Based MarketingRead field note →Brand StrategyBranding Is Memory for Buying Situations
A practical guide to Branding Is Memory for Buying Situations: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Brand Strategy · Branding Is Memory for Buying Situations · Evidence-Based MarketingRead field note →Customer InsightCustomer Experience Is the Whole Choice-and-Retention System
A practical guide to Customer Experience Is the Whole Choice-and-Retention System: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Customer Experience Is the Whole Choice-and-Retention System · Evidence-Based MarketingRead field note →Behavior DesignCRM Is a System for Increasing Continuing Customer Value
A practical guide to CRM Is a System for Increasing Continuing Customer Value: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Behavior Design · CRM Is a System for Increasing Continuing Customer Value · Evidence-Based MarketingRead field note →CommunicationDigital Marketing: Separate Demand Capture from Demand Creation
A practical guide to Digital Marketing: Separate Demand Capture from Demand Creation: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Digital Marketing · Evidence-Based MarketingRead field note →CommunicationContent Marketing Helps Memory and Decisions
A practical guide to Content Marketing Helps Memory and Decisions: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Content Marketing Helps Memory and Decisions · Evidence-Based MarketingRead field note →CommunicationSocial Media Marketing Beyond Virality
A practical guide to Social Media Marketing Beyond Virality: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Social Media Marketing Beyond Virality · Evidence-Based MarketingRead field note →CommunicationSEO Starts with the Search Situation
A practical guide to SEO Starts with the Search Situation: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · SEO Starts with the Search Situation · Evidence-Based MarketingRead field note →Data & Business DesignDesign Marketing KPIs from Response to Cash Flow
A practical guide to Design Marketing KPIs from Response to Cash Flow: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Design Marketing KPIs from Response to Cash Flow · Evidence-Based MarketingRead field note →Data & Business DesignCompetitive Analysis Includes Alternatives and Doing Nothing
A practical guide to Competitive Analysis Includes Alternatives and Doing Nothing: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Competitive Analysis Includes Alternatives and Doing Nothing · Evidence-Based MarketingRead field note →Customer InsightWhy “Would You Buy This?” Creates False Positives
A practical guide to Why “Would You Buy This?” Creates False Positives: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Why “Would You Buy This?” Creates False Positives · Evidence-Based MarketingRead field note →Data & Business DesignPricing Fences Let Customers Self-Select Value
A practical guide to Pricing Fences Let Customers Self-Select Value: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Pricing Fences Let Customers Self-Select Value · Evidence-Based MarketingRead field note →
