The classics — Ries & Trout, Ogilvy, Cialdini, Kotler — rebuilt on 2026 evidence and extended to the feed era. Plain-English first, jargon second, and every idea you can poke at.
The founding idea and its modern re-armament — the Ries & Trout spine. Positioning said the fight is inside the customer's head; the evidence era told us how the head actually works.
The scarcest thing in marketing isn't budget — it's a slot in someone's memory.
Open chapter →System 1 buys, System 2 justifies. Meet the fast, lazy brain you're advertising to.
Open chapter →Which of Ries & Trout's "immutable laws" actually held up once the data arrived.
Open chapter →Nobody wants a quarter-inch drill. They want the hole — and sometimes the feeling.
Open chapter →Byron Sharp's blunt answer: reach light buyers, be easy to remember, be easy to buy.
Open chapter →Colors, shapes, mascots — the retrieval cues that make you come to mind first.
Open chapter →Before the ads, the choices. What to sell, to whom, at what price — and why the plan beats the campaign.
A great tactic in service of no strategy is just expensive motion.
Open chapter →Product, price, place, promotion — and what the framework quietly left out.
Open chapter →The one lever that drops straight to profit, and the one everyone's afraid to touch.
Open chapter →Why what people say and what people do keep disagreeing.
Open chapter →You don't win the category — you name it, then own the name.
Open chapter →Line extension feels free and slowly means nothing — mutable global state for brands.
Open chapter →The craft of the persuasive message — the principles, the copy, the story, and the psychology underneath the yes.
Six levers of yes — reciprocity, scarcity, social proof — now running at feed speed.
Open chapter →The man who sold on research, long copy, and the discipline of the headline.
Open chapter →Test everything, claim only what you can prove — copywriting as a measured experiment.
Open chapter →Simple, unexpected, concrete, credible, emotional, story — ideas with grip.
Open chapter →The customer is the hero. Your brand is the guide with a plan.
Open chapter →The logical answer and the psychological answer are rarely the same one.
Open chapter →Where the message goes to find people. Every channel is a different bargain between attention, intent, and cost.
Binet & Field's 60/40 — build memory for later, harvest demand for now.
Open chapter →Meeting demand the moment it forms — and what happens when the answer is generated.
Open chapter →The channel where you rent attention from a ranking model that changes its mind.
Open chapter →The most persuasive format, re-cut for a six-second attention window.
Open chapter →The channel you actually own — and the permission you can only borrow.
Open chapter →Trust that scales because it feels like a friend, not an ad.
Open chapter →Amazon and the retailers turned the checkout line into premium inventory.
Open chapter →The instrumented half of marketing — loops that compound, tests that don't lie, and the long argument over what actually worked.
Funnels leak; loops compound. Where the output feeds the next input.
Open chapter →When the product does the selling and marketing just removes the friction.
Open chapter →How to run a test that tells you the truth instead of what you hoped.
Open chapter →The uncomfortable question: what would have happened if you hadn't spent?
Open chapter →The privacy-proof, old-school model that's suddenly cool again.
Open chapter →The last mile, where a percent of a percent is worth a fortune.
Open chapter →The edges the classics never had to map — AI, privacy, community, and the fight still to come.
Infinite creative, cheaper targeting, and agents that buy on your behalf.
Open chapter →Building measurement and targeting when the tracking pixel is gone.
Open chapter →The moat that shows up when customers start marketing to each other.
Open chapter →Stand for something — and the risk that shows up the moment you do.
Open chapter →Everything the atlas mapped, assembled into how the next war gets fought.
Open chapter →