Free resources · 2

The tools I hand clients before we start.

Two documents that do more work than most strategy decks. Drop your email and they're yours. You'll get the weekly note too.

Free download

Know Your Numbers

Workbook · 28 pages

The unit economics behind a marketing budget. Seven worksheets to work out your lifetime value, your real cost to acquire a customer, and the ratio between them before you spend another dollar.

Lifetime value, with gross margin applied
Fully-allocated acquisition cost, not just ad spend
The LTV to CAC ratio that tells you whether to scale

Free download

Brand DNA Worksheet

Worksheet · 1 page

The positioning questions I ask before anyone designs anything. Twelve brand dimensions, your core attributes, and one clear sentence at the end. Usually the hardest page a leadership team fills out all quarter.

Who you serve and who you do not
The one thing you want to be known for
What a buyer believes before they call you