Resources · Frameworks
The models I reach for, and when each one is wrong.
A framework is a lens, not a law. These are the ones I actually use — with the honest note on where each one misleads you.
What a framework is for
A good framework doesn’t give you the answer. It stops you skipping the question. Its whole value is forcing you to look at the thing you’d have rushed past — which is why a framework applied without judgement is worse than none at all.
Frameworks don’t make decisions. They make sure you noticed there was one.
The frameworks
- 01Marketing Audit FrameworkFind the one constraint that’s throttling everything else.
- 02Brand Strategy FrameworkPositioning, posture and architecture in one structure.
- 03Marketing Funnel BlueprintWhere demand is created, lost and converted.
- 04CRO FrameworkFix conversion by fixing hesitation, not buttons.
- 05A/B Testing FrameworkTest what changes decisions, not what’s easy to measure.
- 06Marketing Automation BlueprintAutomate the journey, not just the send.
Related: playbooks · templates · the thinking behind them.