The fundamental equation of marketing. Get the right people seeing a compelling reason to act. Everything else is noise.
Your business has two levers. You can't fix both at once. Choose your bottleneck.
Getting high-quality human attention. Core Human Drivers: Belonging, Status, Security, Meaning, Autonomy. Context, mindset, and attention quality matter more than volume.
A compelling promise of value. Value is perception. Features → Benefits → Outcomes. Connect to the driver that motivates your audience.
First Principles Thinking, the Bullshit Police, Data Scepticism, MER. The discipline that prevents wasted effort.
The bridge between Traffic and Offer. Heuristics, framing, and the ethical line: if your tactic relies on the customer not knowing about it, it's manipulation.
Brand + Reputation + Claim Online = Trust. The invisible variable that makes T+O work.
Inside the Traffic variable. The deeper framework for organic search.
The operating system for running T+O at scale with AI.
The source code. Every framework in depth.