A Decidedly Useful Guide to How Brands & Businesses Grow.

Marketing has never had more tools.
Or more noise.
Or more confidence.

And yet, most of the debates I see are not new.
- They’re cyclical.
- Often opinion-led.
- And frequently detached from evidence.

Over the past few months, I’ve been collating the core thinking of some of the most credible minds in business, marketing, and advertising; the same thinkers I draw on when teaching marketing and strategy on the University of Canterbury MBA, and the same principles I’ve seen work when applied with teams over many years.

Not to create another framework, but to surface what they largely agree on.
For each thinker, this is a practical introduction to some of their key principles and an invitation to go deeper into their work if it resonates.

Across decades of research and practice, a surprisingly consistent picture emerges of how growth actually happens.

This guide isn’t about trends.
It isn’t about tactics.
And it isn’t about channels.

It’s about the principles that endure and how they show up when theory meets reality.

I hope you find it useful.