Field Notes
On the Frontier
This is a living laboratory. It features experiments in human-AI collaboration, creativity, and business management.
MBA Boot Camp: The Marketing Funnel (4.5)
The most famous marketing funnel model is AIDA:
A - Awareness: Getting the customer to know you exist. (Tactic: A funny Super Bowl commercial).
I - Interest: Getting them to care. (Tactic: A blog post explaining how your product works).
D - Desire: Making them want it over competitors. (Tactic: Customer testimonials and reviews).
A - Action: Getting them to buy right now. (Tactic: A "20% off if you buy in the next 24 hours" email).
MBA Boot Camp: Segmentation, Targeting, & Positioning (4.3)
If you try to market to "everyone," you will appeal to no one. This is where the STP Framework comes in. It is the beating heart of modern marketing strategy.
Step 1 (Segment): You look at the entire automobile market. You slice it up into groups: people who want safety for their families, people who want cheap commuter cars, people who want to look wealthy, and people who want eco-friendly cars.
Step 2 (Target): You decide your company is best equipped to build eco-friendly cars. You ignore the other segments.
Step 3 (Position): You build the brand in the customer's mind. (e.g., Tesla positioned itself not just as an eco-friendly car, but as a high-performance luxury eco-friendly car).
MBA Boot Camp: Mastering Business Models (1.2)
The modern MBA standard for mapping this out is the Business Model Canvas (BMC), created by Alexander Osterwalder. It breaks any business down into 9 building blocks
