Cognitive biases are systematic patterns in human thinking that cause people to process information in predictable, often irrational ways. In marketing, they matter because they explain why people respond to certain messages and ignore others, why a price framed as a saving outperforms the same price framed as a cost, and why a product with…
DoorDash’s Brand City experiment was a controlled test of whether brand-level investment could measurably shift consumer behaviour in a category defined by price, convenience, and habit. The company selected specific markets, ran concentrated brand campaigns, and tracked what happened to acquisition costs, order frequency, and long-term retention. What they found challenged some of the assumptions…
ROAS advertising is the practice of optimising paid media campaigns around return on ad spend, typically calculated as revenue generated divided by ad spend. It sounds like commercial rigour. In practice, it often isn’t. The metric isn’t wrong. The problem is how it gets used: as a proxy for business health, as a ceiling on…
A growth hacking framework is a structured approach to finding and scaling the highest-leverage growth opportunities in your business, combining rapid experimentation, product thinking, and cross-functional execution. Done properly, it replaces the spray-and-pray instinct with a repeatable system for identifying what works, cutting what doesn’t, and compounding the wins. The problem is that most companies…
Customer acquisition cost (CAC) varies dramatically by industry, and the gap between sectors is wider than most benchmarks suggest. A SaaS company might spend $200 to acquire a single customer. A financial services firm might spend $1,000 or more. An e-commerce brand might be profitable at $30. The number alone tells you very little. What…
Heidi Roizen is one of the most studied figures in go-to-market strategy, not because she ran a famous campaign, but because she built something more durable: a network that became a commercial asset. As a founder, operator, and later a venture partner at Threshold Ventures, Roizen turned relationship capital into business outcomes at every stage…
PayPal’s 2.0 strategy is a deliberate pivot from transaction processor to omnichannel commerce platform, built around personalised offers, unified data, and tighter integration across in-store and digital touchpoints. It is less a product launch and more a structural repositioning of what PayPal believes a payments company should be. Whether it works depends on something most…
Series D personas are not the same as the personas you built at Series A. The company has changed, the market has changed, and the customers who will take you to $100M are not the same people who got you to $10M. Most go-to-market teams miss this, and they pay for it in stalled pipeline…
A competition analysis example is worth more than any framework. Frameworks tell you what to do. A worked example shows you what you actually find, what it means, and what to do with it. This article walks through a real-world competitive analysis, from the initial brief to the strategic output, so you can see how…
Key Performance Areas (KPAs) define the broad domains where a business must succeed, and Key Performance Indicators (KPIs) are the specific, measurable signals that tell you whether you are succeeding within each of those domains. The distinction matters more than most marketing teams acknowledge: without clearly defined performance areas, KPIs become a loose collection of…
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