5 resources from MKT1 Newsletter we point people to, and the questions each answers.
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The six evaluation dimensions and the too many firsts rule, which turns a vague hiring instinct into something you can actually score a candidate against.
A one page brief covering goals, audience, creative angle and channels, written before anything longer than a tweet. It is the cheapest thing a new marketer can adopt on day one.
Kramer's four product types (vertical solution, new way, 10x better, buy versus build) tell you what you are positioning against before you write a word. She is also blunt that most positioning docs are research with no answer at the end.
Three real startup homepages taken apart, showing the whole chain from positioning statement to messaging to the actual sentence on the page. Seeing the translation fail in someone else's copy is the fastest way to spot it in yours.
