Frameworks

Actionable strategic frameworks from the book, each with step-by-step implementation guidance.

The 60/40 Rule: How to Split Your Marketing Budget Between Brand and Performance

Learn how to apply Binet and Field's 60/40 brand-to-performance marketing budget split. Understand the research, why most digital brands get it wrong, and how to implement it.

5 steps

The 6 Layers of the AI Answer Stack: How AI Systems Generate Responses

Learn the 6 layers of the AI answer stack, from base model knowledge to deep research. Understand how AI systems select which layers to use and how marketers can optimize for each.

6 steps

The AI Double Helix: A Step-by-Step Framework for AI Business Transformation

Learn how to implement the AI double helix framework. Two strands, internal efficiency and external value, spiral upward together to create compounding competitive advantage.

5 steps

The Attention Spectrum: A Framework for Emotional Advertising Effectiveness

Learn the attention spectrum framework for creating advertising that builds memory structures. From rational features to emotional storytelling, understand why feeling beats thinking.

5 steps

Category Entry Points: A Framework for Building Mental Availability

Learn how to map, audit, and build category entry points to increase your brand's mental availability. A practical framework based on Jenni Romaniuk's research.

5 steps

Marketing Strategy in Five Steps: How to Move from Tactics to Strategic Thinking

Learn a five-step framework for building real marketing strategy. Stop confusing tactics for strategy and start making decisions that compound over time.

5 steps

Put Yourself Out of Business: The Innovator's Dilemma Applied to Marketing

Learn the 'put yourself out of business' framework based on Clayton Christensen's Innovator's Dilemma. Understand why the skills that made you successful may be holding you back.

5 steps

The Resource Gap Framework: How AI Fills the Gaps That Hold Marketing Teams Back

Learn the resource gap framework for identifying where AI can fill strategic capability gaps in your marketing organization. Build what you previously could not afford.

5 steps

Scoreboards vs. Film Room: A Framework for Marketing Measurement

Learn the scoreboards vs. film room framework for marketing measurement. Separate campaign evaluation from team evaluation using MMM, attribution, and incrementality testing.

5 steps

The Wilt Chamberlain Effect: Why Marketers Abandon What Works

Learn the Wilt Chamberlain Effect and how to overcome it. Understand why marketers abandon proven approaches that feel uncomfortable and how to commit to effectiveness over convention.

5 steps