The full index
Frameworks
Every named framework pulled from the show — searchable, filterable, and structured down to the steps, examples, and mistakes.
37 frameworks
The Repeat-Purchase Meter
Judge product value by whether experienced buyers willingly buy again
Make the Boring Parts Matter
Combine narrative stakes with rules that make quiet moments consequential
The Real-World Demand Test
Judge an audience by the action it takes, not the number on a screen
Unreasonable Hospitality
Be relentless about how you make people feel, not just what you serve them.
The Four-Product Ecosystem
Ladder customers through a gift, a prospect product, a core offer, and a client product
The Rule of 100
Do 100 primary daily actions on the one input that drives your outcome
The Variable Reward
Make rewards uncertain to build habits that resist extinction
The A-Plus Dating Profile
Win the one-second swipe with a photo sequence and prompts that make her want to know more
The IKEA Effect and the Illusion of Effort
Add visible effort to make people value your product more
The Peak-End Rule
People remember an experience by its most intense moment and its ending — engineer both
The Illusion of Effort
Show the work behind a product and people rate it higher quality
The Precision Effect
Use precise numbers and prices to signal knowledge and fair value
The Rule of 100
Frame discounts as the bigger number by switching between percentages and absolutes at £100
Comparison-Set Anchoring
Change what your product is compared against and you change what people will pay
Pennies-a-Day Pricing
Break a price into its smallest unit and it feels like better value
The Fairness Principle
People judge deals by whether they're treated fairly versus others, not by absolute value
The Halo Effect
Win big on one easy-to-prove trait and the rest of your reputation rises with it
PICKY Personal Brand Model
Audit and build a personal brand across five dimensions: People, Image, Communication, Knowledge, Why
The Red Sneakers Effect
Break a convention on purpose and audiences read you as higher status
Distinctive Disruption
Break your category's conventions consistently to seize attention
Sell Before You Build
Validate demand with a presale before you build a single asset
The Frame Matters More Than the Picture
Change how something is perceived by engineering the context around it, not the thing itself
The Labour Illusion
Show the effort behind your work and people judge the result as higher quality
Jab, Jab, Jab, Right Hook
Give free value many times over before you ask for the sale
State the Facts and Tell the Truth
The best marketing is truth — if it's not compelling, change the facts
The 10x Value Obsession
Give customers ten times the value they have any right to expect
Triangles of Desire
Make yourself or your product visibly desired by others to trigger mimetic demand
Choice Reduction
Constrain the options to increase satisfaction and adoption
Design for the Extreme User
Build for the disabled or edge case and win a far larger mainstream market
Trend Simulation
Manufacture organic-looking virality with networks of fake pages and fabricated discourse
The Instagram Funnel
Source dating leads on Tinder, then convert them on Instagram
The SCARF Experience Audit
Score any service against the five human values that metrics ignore
The Three Pillars of Content
Combine informational, aspirational and relational content to build an audience that is fully bought into you
The Subprime Audience Test
If you wouldn't consume your own content, don't publish it
Title-First Video Creation
Start with the title, then work backward to build the video
Don't Optimize Content for Midwits
Write for beginners and experts, ignore the exception-hunters in the middle
The Perfect-Storm Breakout
Stack a catalog of bangers, then let one standout moment collide with the algorithm