Category
Strategy and research: positioning, pricing, and the proof behind them
Positioning, pricing, market research and competitor analysis. The work that happens before the first page gets written: what the market will pay, who is already there, and which claims you can support when someone asks for the source.
52 articles
Business Plan Template: The Section Investors Read First Is Never the Summary
You wrote the file and you would still struggle to say which page a lender opens first. Four readers open it for four different reasons, and only one of them was in the room when you wrote it. Which one?
Martin J.StrategyOct 17, 2026Marketing Budget Template: The Line Everyone Forgets Until Q4
Your budget balances in January and is fiction by September, and nothing in the file says what would go first. Which line would you drop to find 12% before Friday?
Martin J.StrategyOct 17, 2026Customer Journey Map Template: The Stage Nobody Maps Because Nothing Breaks There
Between us, the document you brought back from the last journey workshop describes a customer who does not quite exist. Every row in it belongs to somebody who stayed. The people who reached the final step and left are absent because the template you were handed asks what your customers did, and never asks what they nearly did. So what would your map look like if the people who almost bought had a column of their own? You already know two of their names. You just never had anywhere to put them.
Martin J.StrategyOct 16, 2026Marketing Plan Template: The Version That Survives Contact With a Quarter
The plan you approved in January was correct on the day you signed it. When the paid search line breaks next Tuesday, who on your team is supposed to say so out loud?
Martin J.StrategyOct 16, 2026
Manage Google Ads Smarter With AI.
Brand Voice Guidelines: A Working Document, Not a Wall Poster
You have a voice document eleven people approved and nobody has opened since. That is the normal state of brand voice guidelines, and it is why the same paragraph keeps getting rewritten. So what makes the next reviewer actually apply it?
Martin J.StrategyOct 15, 2026Go-to-Market Strategy Template: The One Page Every Launch Actually Needs
A template you cannot finish is worse than no template, because it looks like a plan. Yours probably stops at the section that asks who the first buyer is. Does it have an answer, or a blank you have learned to skip?
Team AllAbleStrategyOct 15, 2026Guerrilla Marketing Examples: What Made Them Work and What You Can Copy
Guerrilla marketing examples are easy to copy and almost impossible to explain. The galleries ranking for the phrase show you ten stunts and never once say what made any of them spread. Can you name the mechanism behind the last campaign you ran?
Martin J.StrategyOct 14, 2026Client Satisfaction Survey Questions: What to Ask and What the Answers Actually Tell You
Your client says the work is fine, then leaves at renewal without warning. What did your last survey actually ask them? It scored your performance, and performance is not what decides a renewal.
Martin J.StrategyOct 9, 2026
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