Most companies think they know why customers buy. That assumption? Often wrong. And building strategy on a wrong assumption is like building on sand—everything else becomes shaky.
After 25 years in marketing strategy, I’ve learned that even solid research can lead to noise, not clarity. Dozens of insights. No direction. You don't need more data—you need better focus.
That’s where the MCF Framework comes in. It’s not perfect. But it shows you what matters—and that’s enough to become your compass in the wild.
Download the workbook for this chapter here.
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