R/M/A

Playbooks

These are the tools I actually use with clients, written up so you can run them on your own firm. Free, sources credited, no email wall. I publish the method instead of describing it, because that’s the only version of “trust me” worth anything.

The one-person data teamHow an AI agent plus public data does the research you used to need analysts for: verified contact lists, competitor capability maps, and buying signals, built in the background while you work.Four tests for a positioning claimFour quick tests for whether a positioning claim says anything at all: the opposite test, the stopwatch test, Lafley and Martin's reverse question, and the sameness scan. Free to steal, sources credited.