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Marketing from first principles

What is true about marketing regardless of channel — so that the channel guides can be about the channel, not about fundamentals repeated five times.

7 modules · about 51 minutes end to end · free, no signup

Before you start

Written for someone who has to make marketing decisions without a marketing background: a founder, an engineer who inherited growth, or a specialist in one channel who needs the layer above it.

Foundations

How the system actually works, before any tactics.

  1. 01What marketing is actually forWhat job is marketing doing for the business, underneath all the activity?
  2. 02Who you are forHow do you find out who actually buys, rather than who you wish would?

Core mechanics

The levers you will actually pull, and what each one moves.

  1. 03Positioning and the messageWhy does the same product succeed under one description and fail under another?
  2. 04The offerWhat are you actually asking someone to do, and why would they?
  3. 05Choosing channelsHow do you decide where the next pound goes?

Working like a practitioner

Diagnosis: what to do when the numbers move and nobody knows why.

  1. 06Measuring marketing honestlyWhich of these numbers would survive contact with a finance director?

The frontier

What is changing now — the part the daily feed keeps updating.

  1. 07AI in the marketing stackWhat has actually changed about the work, and what has only changed about the volume?