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Start with the decision you need to make. You do not need to read twenty guides in order. Choose a path, finish one useful sequence and follow the connections only when they answer your next question.
How to use a path Read one guide at a time. Open at least one source. Write the decision it changes. Use a game to check recall. PATH 01 New to marketing Build a reliable mental model before choosing tactics.
Best for Students, founders and anyone replacing scattered tactics with a reliable foundation.
Outcome You will be able to explain how research, positioning, journeys and memory connect before a campaign begins.
Time 38 minutes of reading 01 Foundations · 10 min Market research basics How interviews, observation, surveys and behavioural data answer different questions.
Read field guide 06 → 02 Foundations · 9 min From market to message Marketing goals, segmentation, positioning, media auctions and campaign metrics.
Read field guide 01 → 03 Foundations · 9 min Customer journey mapping A practical way to connect needs, touchpoints, barriers and evidence across a decision.
Read field guide 07 → 04 Psychology & creative · 10 min Brand building and memory How names, distinctive assets, consistency and product experience support recognition.
Read field guide 08 → PATH 02 Plan a campaign Move from a useful offer to budget, page, test and measurement.
Best for Teams preparing a campaign or auditing work already in market.
Outcome You will be able to turn an objective into a coherent budget, destination, test and measurement plan.
Time 49 minutes of reading 01 Data & measurement · 9 min Build better marketing A practical framework for objectives, value propositions, channels, tests and KPIs.
Read field guide 05 → 02 Data & measurement · 10 min Campaign budgeting How to divide money across reach, production, testing, measurement and contingency.
Read field guide 15 → 03 Psychology & creative · 10 min Landing pages and conversion Message match, information order, friction, accessibility and trustworthy calls to action.
Read field guide 11 → 04 Psychology & creative · 10 min Creative testing Hypotheses, variants, sample quality, guardrails and a reusable learning record.
Read field guide 16 → 05 Data & measurement · 10 min Marketing metrics that matter A clear framework for reach, attention, action, incrementality and business outcomes.
Read field guide 17 → PATH 03 Build trust Design clear choices, responsible messages and accessible experiences.
Best for Creators, reviewers and readers who care about responsible communication.
Outcome You will be able to spot hidden pressure, reduce unnecessary data use and make messages easier to trust and use.
Time 37 minutes of reading 01 Data & measurement · 9 min Personalization and privacy Contextual targeting, behavioural data, consent and practical data minimisation.
Read field guide 03 → 02 Ethics & trust · 8 min Recognising manipulation False urgency, dark patterns, hidden fees and disguised advertising explained.
Read field guide 04 → 03 Ethics & trust · 10 min Accessible marketing Colour, text, captions, motion, forms and inclusive review for campaigns and pages.
Read field guide 19 → 04 Ethics & trust · 10 min Green claims and sustainability Boundaries, life-cycle evidence, qualifications and the risks of vague environmental language.
Read field guide 20 → NOT SURE YET?
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