The working library / 87 articles
THINKING,
PUT TO WORK.
Field notes, system maps and build logs on AI, creative production and the work of building businesses.
Field Notes explore an idea. System Maps lay out a process. Build Logs show the work behind it.
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25–36 of 87 articles
Field Notes · Marketing & behaviour · 2 min read
Knowing more about a customer is not always useful.
Use customer research to improve relevance without turning sensitive inferences into targeting shortcuts.
System Maps · Marketing & behaviour · 2 min read
Put the important decision where people can find it.
Use a clear comparison hierarchy instead of assuming the middle card will sell itself.
Field Notes · Offers & pricing · 2 min read
A useful limitation makes the offer easier to trust.
Explain who an offer is for by being precise about what it does not cover.
Field Notes · Marketing & behaviour · 2 min read
Make the comparison easier to make.
Show the alternatives a buyer is already considering, including the option of doing nothing.
System Maps · Marketing & behaviour · 2 min read
Research the advertising decision, not just the ad.
Turn a competitor-ad review into hypotheses about audience, promise and proof.
Build Logs · Case studies · 2 min read
The fishing brief was about the occasion.
A campaign recollection about researching the experience a customer wants, rather than stopping at a demographic label.
Field Notes · Marketing & behaviour · 2 min read
Research the reason behind the request.
Use customer language to understand a decision without promising that a purchase will solve a personal problem.
System Maps · Offers & pricing · 2 min read
Map the first offer through to delivery.
Check the full customer journey before judging an introductory offer by its lead count.
Field Notes · Business operations · 2 min read
A future yes still needs a plan.
Turn an agreement about future work into a commitment people can realistically keep.
Field Notes · Creative & production · 2 min read
A curiosity gap is a promise to explain.
Write an opening that creates interest and earns it with a specific answer.
System Maps · Offers & pricing · 2 min read
A deadline should explain what actually changes.
Use genuine capacity, scheduling and availability constraints to help people make timely decisions.
Field Notes · Creative & production · 2 min read
Exaggerate the situation, keep the claim honest.
Use an extreme scenario to make an idea memorable without making the product’s promise ambiguous.
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Built from my working notes, scripts and documented projects, with AI assistance in adapting and organising the library. Research and published case studies are linked in the articles.
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