Human Strategies


Marketing for Authentic Businesses

The goal of marketing is to foster trustful relationships between business and audiences - the community.

Marketers use experimentation as a tool to answer key questions about the business and audiences it aims to reach, and then develop products and brands that provide value to people. (View an image below)


On a daily basis, marketing brings together business strategy, product design, communication and analytics.

If you're considering building a business with a digital product, the following resources will give you marketing and self-management skills and know-how.

Stage1: You Have a Business Idea

Goal: Discover a market opportunity in your customers problems

Learn how your audience experiences similar products with Design Thinking methodology:

Validate if your audience values your solution with Customer Development:,

Create a visual business plan with Lean Canvas:

Discover your positioning with Value Proposition Map and Jobs To Be Done framework:

Validate search volume for your type of business with Google Keyword Research tool:

Goal: Organise your work

Change the way you think about failure and learning with Growth Mindset from Carol Dweck:

Develop work ethic with Agile:,

Set actionable goals with Objectives and Key Results (OKR) framework:

Speed up how you get things done with Kanban methodology:

Organise your work across devices with simple tools:,,

Learn from other founders stories:

Stage2: You're Looking for Product/Market Fit

Goal: Understand your audience

Estimate a market size with TAM, SAM, SOM framework:

Empathise with your customer needs with Target Persona and Customer Journeys communication tools:,

Gather qualitative feedback about how your customers use similar products with User Research:,

Goal: Inform your audience about your business

Educate your audience about your business with Inbound Marketing:

Write to appeal to your audience with Copywriting:

Explain what your business does on your website:,,

Engage your audience with Email Marketing:

Optimise your website to appear on Google with Search Engine Optimisation (SEO):

Goal: Measure your results and change actions

Track marketing performance with Google Analytics:

Discover what marketing automation can do for you:

Test your website performance with A/B Testing:

Understand when to change your marketing actions and website with Conversion Rate Optimisation (CRO):,

Understand what metrics to measure and when with AAARR framework:

Stage3: You Have a Growing Customer Base

Goal: Prepare to scale your business by optimising product and human resources

Structure sales into a process:,,

Provide helpful support to your customers with Customer Success:,

Grow your business by optimising your product with Growth Marketing:,,

Build better product with Product Management:,

Stay mindful about how you use knowledge, know-how and customers data with Ethical Design:,