The Library.

I wrote the first edition of The Business Models Handbook more than five years ago. It was based on 25 frameworks that I frequently used and valued in my job as a market researcher. As a market researcher,

Developing a business or marketing strategy can feel overwhelming—but it doesn’t have to be. Whether you’re launching a new product, entering a new market, or defending your current position, a structured approach can turn strategy from a daunting task into a clear, actionable plan.

Simply put, "purpose" is your company’s north star. It’s the answer to: What value do we create in the world? It encompasses your mission and values, guiding every decision, from product development to customer service to your social media voice.

Creating a powerful brand is more than just designing a logo or choosing a catchy name. It is about shaping how people perceive your business, what they feel when they interact with it, and how you stand out in a crowded market. A strong brand builds trust, attracts loyal customers, and drives long-term success.

Every year starts with the same script. Leadership rallies around glossy strategy decks, sets bold goals, and leaves the room convinced: this year will be different. Then Q1 ends. And the drift begins.

If you’re a marketer, here’s a humbling truth: at any given moment, the vast majority of people you’re trying to reach aren’t thinking about buying what you sell.