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
Refresh a Brand Without Destroying Memory
A practical guide to Refresh a Brand Without Destroying Memory: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Brand Strategy · Refresh a Brand Without Destroying Memory · Evidence-Based MarketingRead field note →CommunicationReactivation Sequences Beyond Coupons
A practical guide to Reactivation Sequences Beyond Coupons: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Reactivation Sequences Beyond Coupons · Evidence-Based MarketingRead field note →CommunicationBuild a Proof Stack on Landing Pages
A practical guide to Build a Proof Stack on Landing Pages: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Build a Proof Stack on Landing Pages · Evidence-Based MarketingRead field note →Data & Business DesignMetric Dictionary Governance
A practical guide to Metric Dictionary Governance: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Metric Dictionary Governance · Evidence-Based MarketingRead field note →CommunicationDesign Messages That Enable Decisions
A practical guide to Design Messages That Enable Decisions: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Design Messages That Enable Decisions · Evidence-Based MarketingRead field note →Data & Business DesignImprove Problem Framing by Changing Resolution
A practical guide to Improve Problem Framing by Changing Resolution: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Improve Problem Framing by Changing Resolution · Evidence-Based MarketingRead field note →Data & Business DesignAn Abductive Experiment Cadence
A practical guide to An Abductive Experiment Cadence: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · An Abductive Experiment Cadence · Evidence-Based MarketingRead field note →Customer InsightMine Customer Insight Through Self-Observation
A practical guide to Mine Customer Insight Through Self-Observation: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Mine Customer Insight Through Self-Observation · Evidence-Based MarketingRead field note →CommunicationAlign Concepts Before KPIs Drift
A practical guide to Align Concepts Before KPIs Drift: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Align Concepts Before KPIs Drift · Evidence-Based MarketingRead field note →CommunicationBuild a Logical Message Architecture
A practical guide to Build a Logical Message Architecture: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Communication · Build a Logical Message Architecture · Evidence-Based MarketingRead field note →Data & Business DesignUse the QADI Cycle to Move Hypotheses Forward
A practical guide to Use the QADI Cycle to Move Hypotheses Forward: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Use the QADI Cycle to Move Hypotheses Forward · Evidence-Based MarketingRead field note →Data & Business DesignSports Monetization Is a Rights Business
A practical guide to Sports Monetization Is a Rights Business: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Sports Monetization Is a Rights Business · Evidence-Based MarketingRead field note →Data & Business DesignMerchandise Demand Planning for IP Businesses
A practical guide to Merchandise Demand Planning for IP Businesses: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Merchandise Demand Planning for IP Businesses · Evidence-Based MarketingRead field note →Customer InsightPair Forbidden Desire with a Legitimate Reason
A practical guide to Pair Forbidden Desire with a Legitimate Reason: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Pair Forbidden Desire with a Legitimate Reason · Evidence-Based MarketingRead field note →Customer InsightUse Laddering to Connect Features, Emotions, and Life Value
A practical guide to Use Laddering to Connect Features, Emotions, and Life Value: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Use Laddering to Connect Features, Emotions, and Life Value · Evidence-Based MarketingRead field note →Customer InsightFind Opportunity in the Jobs Customers Want to Avoid
A practical guide to Find Opportunity in the Jobs Customers Want to Avoid: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Customer Insight · Find Opportunity in the Jobs Customers Want to Avoid · Evidence-Based MarketingRead field note →Data & Business DesignRead Asset-Light Models Through the Balance Sheet
A practical guide to Read Asset-Light Models Through the Balance Sheet: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Read Asset-Light Models Through the Balance Sheet · Evidence-Based MarketingRead field note →Data & Business DesignWhy Profitable Companies Can Still Run Out of Cash
A practical guide to Why Profitable Companies Can Still Run Out of Cash: customer context, human motives, evidence, experiments, business economics, and the conditions that would change the conclusion.
Data & Business Design · Why Profitable Companies Can Still Run Out of Cash · Evidence-Based MarketingRead field note →
