The Frameworks
Twenty-six named methods, grouped into five stages. Every engagement turns through the same five, in the same order, whatever the brief.
Tommy is a marketing director, built as software. Spartan is a strategy director, built the same way. Between them they run the dial below on your business, and a named human partner signs the result.
Marketing should compound, not pulse.
A method you can name is a method that runs again next quarter. That is what compounds.Click the dial
The five stages
One dial. Twenty-six methods. Click it and see the work.
Nothing here was invented for a slide. Each method is established practice with a track record you can look up, applied in a fixed order so the recommendation at the end traces back to the evidence at the start. Click a stage, then open any method to see the question it answers.
Moving every six seconds. Click a stage to hold it.
Diagnose
Where you stand
Who runs which stage
Two directors, and the stages they own.
Tommy
Your marketing director. Owns the narrative stage: the story, the messaging spine and the campaign that carries it. Reads the market signal and puts the team on it.
Leads stage 03 · Narrate
Spartan
Your strategy director. Owns the strategy stage: the business model, the moat, the unit economics. Every direction Tommy proposes, Spartan tests before it moves.
Leads stage 02 · Strategise
Stages 01, 04 and 05 they run together.
The diagnosis, the targeting and the sign-off are joint. They work as peers, and where they disagree the disagreement reaches you intact rather than averaged into a single bland recommendation. You get the tension, and a position you can defend six months on.
Co-led
Why it is a dial and not a menu
A method you can name is a method that runs again.
Advice built on judgement alone lives and dies with the person who gave it. Advice built on a named method can be repeated by the next team, in the next quarter, on the next question, and it improves each time it runs. That is the difference between a campaign that pulses and a marketing function that compounds.
Traceable
Every recommendation points back to the stage and the method that produced it, so you can interrogate it rather than take it on trust.
Repeatable
The same order runs on the next brief. The work gets faster and sharper because the method does not restart from nothing.
Owned
Software does the work. A named partner signs it. You always know whose judgement you are buying.
Also drawn on
Attribution
7 Powers, Hamilton Helmer · Playing to Win, A.G. Lafley and Roger Martin · Business Model Canvas, Strategyzer · Lean Canvas, Ash Maurya · Discovery-Driven Planning, Rita McGrath and Ian MacMillan · Wardley Mapping, Simon Wardley, CC BY-SA · StoryBrand, Donald Miller · Pyramid Principle, Barbara Minto · Jobs-to-be-Done, Clayton Christensen · Awareness stages, Eugene Schwartz · The 60/40 split, Les Binet and Peter Field · AARRR, Dave McClure · VRIN, Jay Barney.
Framework and product names are the property of their respective owners and are used here to describe the methods we apply. No affiliation, endorsement or certification is implied. SIGNAL Assessment™, Pilot Paradox, the Customer Maturity Brief, Meaning-Moat and the GTM Grounding Spine are ours.
Thirty minutes with Mike Doria. We take one live piece of your marketing and walk it through the five stages, so you can judge the method on your own business rather than on a page.
Marketing should compound, not pulse. This is the machinery that makes it compound.