FRAMEWORK · GROWING BRANDS
Why reach becomes the advantage when products can be copied, and how to build, borrow, rent or buy it.
Best for
Ecommerce founders and operators who want to choose and combine growth channels on purpose, with a translation for software and app businesses.
Inside
01
Distribution as an economic asset, and the two questions every channel answers02
The economics of building, borrowing, renting and buying reach, with a map of 27 ecommerce channels03
How to choose, combine and measure channels, and find the stage where competitors win your customersInstant PDF · Free updates · Secure checkout
Products can be copied quickly, so the way customers find you carries more of the advantage. This paper treats distribution as an asset you can build, borrow, rent or buy, and shows what each route costs and what you keep. It includes eight diagrams, worked examples and a new model, the Distribution Ownership Ladder. After reading it, you can audit your channels by customer stage, pick two to start with, and judge each one by what its customers contribute rather than by reach.
FHP-001 · 17 pages
Understanding demand, competitive advantage and the systems that make growth repeatable.
Best for Ecommerce founders, operators, brand owners and growth strategists who want to understand why growth happens before they spend on it.
Sixteen thinkers, one question: what is a brand, and why do people believe in it? The ideas, distilled, with the practice that follows.
Best for Founders, brand owners and marketers who want the ideas of a long book and current brand research in one place, with a method they can use.
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