Frameworks
Framework library
The named frameworks we run growth and operations on: how a goal becomes a decision, a test and a number someone owns.
Strategy
Where to play and how to win against the competition.
4 frameworks
StrategyAnsoff matrixThe Ansoff matrix sorts a company's growth options into four strategies, market penetration, market development, product development and diversification, by whether the product and the market are already known or new.StrategyBCG growth-share matrixThe BCG growth-share matrix sorts a company's products or business units by market growth and relative market share so leaders know which ones to fund, hold, fix or exit.StrategyGE-McKinsey matrixThe GE-McKinsey matrix scores a company's business units on two composite measures, industry attractiveness and business unit strength, so leaders can weigh several factors into one investment call per unit instead of relying on two raw numbers.StrategyPorter's five forcesPorter's five forces is a framework for scoring how much profit an industry has to offer before any company inside it does anything smart or dumb.
Marketing strategy
Who the product is for, what it promises and why they should care.
1 framework
Growth
How a growth goal becomes a sequence of decisions and weekly tests.
3 frameworks
GrowthAARRR pirate metricsAARRR is a five-stage framework (acquisition, activation, retention, referral, revenue) that gives a product team five separate numbers instead of one vague growth conversation, so they can see which stage is limiting growth.GrowthHADI loopThe HADI loop is a four-step cycle, hypothesis, action, data, insight, that turns a growth plan into a weekly rhythm of testing instead of a single plan reviewed once a quarter.GrowthRoadMapRoadMap is the change-management framework behind Growth Lab: it turns a company's growth goal into a sequence of decisions and experiments a team can run week by week.
Acquisition
Channels, offers and campaigns that bring in new customers.
2 frameworks
AcquisitionAccount-based marketing (ABM)Account-based marketing is a B2B strategy that treats a short list of named companies as individual markets, instead of running one campaign for a broad, anonymous audience.AcquisitionLead magnetA lead magnet is a free piece of content or a small tool traded for a visitor's contact details, and it only works when the trade is obviously worth it.
Sales
Qualifying, running and closing a sale, especially in B2B.
2 frameworks
SalesBANTBANT is a four-question checklist, budget, authority, need and timeline, that a salesperson runs through early in a conversation to decide whether a lead is worth pursuing right now.SalesSolution sellingSolution selling is a sales method in which the rep diagnoses a buyer's problem before proposing a product. Mike Bosworth built it at Xerox and published it in 1995.
Funnels and CX
Conversion, friction and what a customer feels at each step.
1 framework
Retention
Keeping customers, growing their value and bringing them back.
1 framework
Analytics
Measuring what happens, and trusting the numbers you measure.
2 frameworks
AnalyticsEvent tracking planAn event tracking plan is a shared spec of which user actions a product logs, what each one is named, and what properties it carries, so analytics from different teams and tools count the same thing the same way.AnalyticsFunnel analysisFunnel analysis tracks how many people complete each step of a defined sequence toward one outcome, so a team can see exactly where a process is losing people and which step to fix first.
Finance
Unit economics, margins and the cost of one operation.
2 frameworks
FinanceContribution marginContribution margin is what's left from one sale after variable costs, the money that covers fixed costs first and turns into profit only after fixed costs are paid.FinanceFinance FrameworkThe Finance Framework is how we set up money movement for a company operating across several instruments, regions and capital routes, from the first analysis to a workflow that runs itself.
Pricing
How to price, package and charge for a product.
1 framework
Operations
Processes, roles and the reporting rhythm behind a company.
4 frameworks
OperationsBPMN process mappingBPMN is a small, standard set of shapes, events, activities, gateways, sequence flow, pools and lanes, for drawing a business process so a manager and a developer read the same diagram.OperationsEisenhower matrixThe Eisenhower matrix is a two-by-two grid that sorts tasks by urgency and importance, so a team spends its week on what moves the business instead of whatever feels loudest.OperationsKPI treeA KPI tree is a diagram that breaks a company's top-level goal into the KPIs that drive it, and each KPI into the metrics and named owner behind it.OperationsRACI matrixThe RACI matrix is a table that gives every task in a process exactly one owner, plus a clear answer for who does the work, who is asked and who is told.
Goals and execution
Turning goals into plans, budgets and weekly follow-through.
1 framework
Team
How people work together, and what stops them.
1 framework
Product
Deciding what to build, in what order, and why.
2 frameworks
ProductDouble DiamondThe Double Diamond is a four-stage design process that separates finding the right problem from finding the right solution, so a team knows when to widen its options and when to narrow them.ProductMoSCoW prioritizationMoSCoW prioritization sorts requirements into Must have, Should have, Could have and Won't have this time, so a team can agree what a fixed deadline and budget will deliver.
Brand
How a company is recognised, remembered and chosen.
2 frameworks
BrandBrand archetypesBrand archetypes are twelve recognisable character types, from the Hero to the Sage, that a brand plays consistently so people remember it and know what to expect.BrandBrand positioning mapA brand positioning map, or perceptual map, plots customer ratings of a brand against its competitors on two attributes that matter, so a team can see where the market is crowded and where it might be open.
Research
How we study a market and a customer before we plan around it.
2 frameworks
ResearchCompetitor teardownA competitor teardown is a step-by-step audit of one rival's funnel, ad to support, that turns vague competitive worry into a short list of what to copy, what to beat and what to ignore.ResearchCustomer journey map (CJM)A customer journey map lays out what a customer does, thinks and feels at each step toward a goal, so a team can see where the experience breaks instead of guessing from the org chart.
Decisions
Mental models for thinking a choice through before making it.
1 framework
AI
Workflows where AI is built in and measured against a real number.
1 framework