Run now3 phases

Marketing fundamentals

Before any channel or campaign, a handful of decisions quietly decide whether the rest of your marketing has a chance: who you're for, what you do, and how people buy. Most founders skip straight to tactics and wonder why nothing sticks. The fundamentals aren't theory — they're the choices everything downstream inherits.

11 steps

  1. Get your head right

  2. Make the four decisions everything else needs

  3. Set up so you're not flying blind

You can make these calls in an afternoon, but you'll live with them for a year. Every later module assumes you've made them. Get them roughly right now and the rest gets easier; skip them and you'll redo every module twice.

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