Frameworks · 7 models
The mental models
Every diagnosis we run reaches for one of these. They are the shorthand we use for the failure patterns that show up in B2B marketing systems again and again — named, so they can be argued with. Each one has a piece of writing behind it.
- 01
Broken Pipes
Stop buying more water when your pipes are broken — infrastructure problems disguise themselves as messaging problems.
Read the argument →
- 02
The Broken Circuit
Agency accountability ends at the click. You own the loop from CRM to revenue — or nobody does.
Read the argument →
- 03
The Six Quality Scores
Technical, user behavior, visual behavior, tracking health, content relevance, SEO authority — all six are running whether you manage them or not.
Read the argument →
- 04
The Compounding System
Thirty small right things in sequence. Systems compound when the foundation is correct.
- 05
The Four-Word Test (AUMS)
Authoritative, Unique, Measurable, Sourced — what AI search engines need before they cite you.
Read the argument →
- 06
The Keyword Intelligence Flywheel
Keyword research feeds content, content earns citations, citations build authority, authority sharpens campaigns and cleans data.
Read the argument →
- 07
The File
A career-long documented knowledge base is the only competitive advantage that compounds.
Read the argument →
Read them in order
All writing →These models are the vocabulary. The Foundation Series is the argument they add up to — a chapter at a time on why marketing spend stops compounding, written to be read in sequence.
Recognize your own system in any of this?
Let’s diagnose the gap