The toolkit

Canvases, templates, checklists, worksheets and calculators to use today. Each one is built on a named framework, explained with its sources, and ready to fill in here, print or download. What you type stays in your browser.

18 tools

Checklists¹

What to check before it goes out, ticked off as you go.

The launch checklist: before, during and after, across every disciplineThe checks that keep a launch from failing at the joins: objectives and briefs, claims and codes, consent and accessibility, product and service readiness before launch; synchronised go-live and monitoring during it; and a measured review after it.Checklist30 min

Worksheets¹

Questions to work through, one decision at a time.

The STP worksheet: segment the market, choose the target, set the positionA worksheet for the oldest sequence in marketing strategy: describe the segments on the bases that predict behaviour, score them, choose a targeting strategy and write the position. From Wendell Smith's 1956 paper to Kotler's textbooks.Worksheet75 min

Calculators¹

The arithmetic behind a rule of thumb, with its source and its limits.

The excess share of voice calculator: are we spending like a brand that intends to grow?Enter share of voice and share of market to see excess share of voice (ESOV) and the share growth that Binet and Field's rule of thumb associates with it: about half a point a year for every ten points of ESOV. A sense check on ambition, not a forecast.Calculator10 min

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