After more than 10 years working for startups like Hotjar, trying and failing at my own marketing agency, and chatting with folks I admire on my podcast, I distilled it down into a 3-step marketing framework I'm very proud of.
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Everyone says stand out, but how?
Most guides are for giants with big budgets, full of vague steps, based on the lucky few like Apple, or just plain dishonest. After over 1,000 hours of research, I've distilled a process that's truly for the rest of us—backed by science, focusing on human behavior, and, above all else, honest.
Step 1: Unique Positioning
How do you position your Approach as the unique solution in your Category, addressing specific Struggles for your Segment in ways Alternatives don't, and guide them to their Endgame?
Step 3: Continuous Reach
How do you ensure you're continuously reaching as many of the right people as possible, exactly when it's most relevant to them?
get the one-page canvas
This document contains all the elements to help you figure out what to sell, where to win, who to focus on, what sets you apart, how to get better leads, why people should care, or what to say.
But this isn’t one of those "groundbreaking" frameworks that will reinvent how business is done, 1,000x your sales in one weekend, or turn you into LinkedIn Top Voice.
It's using first principles of marketing, business, and psychology—no hacks, no tricks, no secrets.
how i've built it
After my first daughter was born, I took six months off to be here for her and to develop the methodology I had been thinking about for a decade.
paternity leave
I took three months off to spend every minute of every day with my boo—no emails, no LinkedIn, no drama.
content whirlwind
I started by exposing my brain to a massive amount of insights, without trying to make sense of it. For example, I transcribed and printed nearly two hundred episodes of my podcast Everyone Hates Marketers.
Patterns
Our brain is truly a magical thing. It's excellent at pattern recognition and it works in the background without you realizing it.
After maybe ten days, things started to connect. So I used Workflowy, a text app with unlimited nested lists, to dump my thoughts into some sort of curriculum.
Curriculum
I would write one version of the curriculum. Pause for a day. Look at the first version, simplify it, trim some of the fat, and write the second version.
I repeated this process four times until I had something that felt congruent.
testing
I started to test the Stand The F*ck Out framework in a group format which was an 8-week cohort-based course. I ran four cohorts with almost 100 folks trained. And then I made changes based on what I could see or not see.
I'm continuing to improve it.
