The Strategist's Guide to Growth

Most strategists spend year one building personas. Beautiful, detailed, human portraits of who the audience is — their mindset, their media diet, their Saturday morning routine. Important work. But rarely anchored to the question that actually matters: what are they buying, and how much?

This guide exists because it took me years — and a lot of client work — to make the shift from "who is the target audience" to "let's talk about source of business first."

The Strategist's Guide to Growth is a four-step framework that teaches you to anchor every audience decision to a business outcome — before you profile a single human. Built on frameworks I use with real clients, backed by established strategic models, and accelerated by AI.

With Claude as your co-pilot, a strategist with no statistical background can now produce directional business forecasts, score revenue opportunities, and prioritize growth segments — in a single working session.

What's inside:

• Step 01 — Assessment: Is growth happening in your category and for your brand?
• Step 02 — Today / Tomorrow: Who is your consumer today — and who should it be tomorrow?
• Step 03 — Opportunity Map: Where is the highest-value white space?
• Step 04 — The 4 More's: What is the growth mechanism and revenue potential?

Each step includes a framework, a fully worked Estée Lauder example, a Claude prompt, and a blank template for your own brand.

No jargon. No statistical background required. Just better strategy, faster.