What it is

The book I wrote for the person who has to defend the marketing budget, not the one who gets to spend it. Two decades of client work compressed into a sequence you can actually run: decide the position, write the blueprint, pick the channels, and measure in a way that survives a board meeting.

What is inside

• Why positioning is a pricing decision before it is a messaging one
• The blueprint document — what goes in it, and what gets a company into trouble when it is missing
• Channel selection without the vanity metrics
• Measurement a finance director will accept
• What to cut first when the budget halves

Who it is for

Marketing managers and owner-operators who are accountable for spend they did not set, and consultants who need a defensible method rather than a deck.