@nerdev/skillset 0.2.1

package/skills/business/launch/SKILL.md

@@ -0,0 +1,273 @@
+---
+name: launch
+version: 1.0.0
+description: "Plan a product launch, feature announcement, or release strategy. Covers the ORB framework, SLC gate, five-phase approach, Product Hunt strategy, and post-launch marketing."
+triggers:
+  - launch
+  - Product Hunt
+  - feature release
+  - announcement
+  - go-to-market
+  - beta launch
+  - early access
+  - waitlist
+  - launch checklist
+  - GTM plan
+  - we are about to ship
+---
+
+## When to use
+
+Use when the user needs to plan a product launch, feature announcement, or release strategy. Trigger on mentions of launch, Product Hunt, feature release, announcement, go-to-market, beta launch, early access, waitlist, or launch checklist.
+
+## Core philosophy
+
+The best companies do not just launch once. They launch again and again. Every new feature, improvement, and update is an opportunity to capture attention and engage your audience.
+
+A strong launch is not about a single moment. It is about getting your product into users' hands early, learning from real feedback, making a splash at every stage, and building momentum that compounds over time.
+
+## The ORB framework
+
+Structure your launch marketing across three channel types. Everything should ultimately lead back to owned channels.
+
+### Owned channels
+
+You own the channel (though not the audience). Direct access without algorithms or platform rules.
+
+**Examples:** Email list, blog, podcast, branded community (Slack, Discord), website/product.
+
+**Why they matter.** They get more effective over time. No algorithm changes or pay-to-play. Direct relationship with audience. Compound value from content.
+
+**Start with 1 to 2 based on audience.** Industry lacks quality content? Start a blog. People want direct updates? Focus on email. Engagement matters? Build a community.
+
+**Example: Superhuman.** Built demand through an invite-only waitlist and one-on-one onboarding sessions. Every new user got a 30-minute live demo. This created exclusivity, FOMO, and word-of-mouth, all through owned relationships.
+
+### Rented channels
+
+Platforms that provide visibility but you do not control. Algorithms shift, rules change, pay-to-play increases.
+
+**Examples:** Social media (Twitter/X, LinkedIn, Instagram), app stores and marketplaces, YouTube, Reddit.
+
+**How to use correctly.** Pick 1 to 2 platforms where your audience is active. Use them to drive traffic to owned channels. Do not rely on them as your only strategy.
+
+**Example: Notion.** Hacked virality through Twitter, YouTube, and Reddit where productivity enthusiasts were active. Encouraged community to share templates and workflows. But they funneled all visibility into owned assets. Every viral post led to signups, then targeted email onboarding.
+
+Rented channels give speed, not stability. Capture momentum by bringing users into your owned ecosystem.
+
+### Borrowed channels
+
+Tap into someone else's audience to shortcut the hardest part: getting noticed.
+
+**Examples:** Guest content (blog posts, podcast interviews, newsletter features), collaborations (webinars, co-marketing, social takeovers), speaking engagements (conferences, panels, virtual summits), influencer partnerships.
+
+**Be proactive, not passive.** List industry leaders your audience follows. Pitch win-win collaborations. Use tools like SparkToro or Listen Notes to find audience overlap.
+
+**Example: TRMNL.** Sent a free e-ink display to YouTuber Snazzy Labs, not a paid sponsorship, just hoping he would like it. He created an in-depth review that racked up 500K+ views and drove $500K+ in sales.
+
+Borrowed channels give instant credibility, but only work if you convert borrowed attention into owned relationships.
+
+## Readiness gate: are you ready to launch?
+
+Run this before the phased mechanics. Products do not market themselves, but a product that is not ready will not market either.
+
+Two failure modes kill launches from opposite ends:
+
+**Stealth Mode.** Launching too late. You keep polishing in private, waiting for the product to be perfect. It never ships, and nobody learns you exist.
+
+**"Just One More Feature."** Never launching. Every proposed launch date gets pushed for one more thing. The scope creeps forever; the launch never comes.
+
+The middle path is SLC: Simple, Lovable, Complete (Jason Cohen). The antidote to shipping a bare MVP that is minimal but unlovable.
+
+- **Simple.** It does one thing. Not many things poorly. One clear job, done well.
+- **Lovable.** People want to use it, not just tolerate it. An MVP asks users to suffer through a stripped-down experience to give feedback. SLC gives them something they would choose.
+- **Complete.** It is a whole experience for that one thing, not a stub with obvious holes.
+
+**The gate.** If it is not yet Simple, Lovable, and Complete, you are in "Just One More Feature" territory only when adding scope is what is missing. Otherwise you are in Stealth Mode and should ship. Cut scope until one thing is lovable and complete, then launch that.
+
+**Quick check:**
+- Does it do one clearly-defined thing? (Simple)
+- Would a target user choose to use it, not just endure it? (Lovable)
+- Is that one thing a whole experience, with no glaring stubs? (Complete)
+- Are you polishing past this bar? Stop. You are in Stealth Mode. Ship.
+- Are you still adding new things to the scope? Stop. Cut back to SLC.
+
+Pass the gate, then run the phases below.
+
+## Five-phase launch approach
+
+Launching is not a one-day event. It is a phased process that builds momentum.
+
+### Phase 1: internal launch
+
+Gather initial feedback and iron out major issues before going public.
+
+- Recruit early users one-on-one to test for free
+- Collect feedback on usability gaps and missing features
+- Ensure prototype is functional enough to demo
+
+Goal: validate core functionality with friendly users.
+
+### Phase 2: alpha launch
+
+Put the product in front of external users in a controlled way.
+
+- Create landing page with early access signup form
+- Announce the product exists
+- Invite users individually to start testing
+- MVP should be working in production
+
+Goal: first external validation and initial waitlist building.
+
+### Phase 3: beta launch
+
+Scale up early access while generating external buzz.
+
+- Work through early access list (some free, some paid)
+- Start marketing with teasers about problems you solve
+- Recruit friends, investors, and influencers to test and share
+
+Consider adding: coming soon landing page or waitlist, "Beta" sticker in dashboard navigation, email invites to early access list.
+
+Goal: build buzz and refine product with broader feedback.
+
+### Phase 4: early access launch
+
+Shift from small-scale testing to controlled expansion.
+
+- Leak product details: screenshots, feature GIFs, demos
+- Gather quantitative usage data and qualitative feedback
+- Run user research with engaged users (incentivize with credits)
+- Optionally run PMF survey to refine messaging
+
+Expansion options: throttle invites in batches (5 to 10% at a time), or invite all users at once under "early access" framing.
+
+Goal: validate at scale and prepare for full launch.
+
+### Phase 5: full launch
+
+Open the floodgates.
+
+- Open self-serve signups
+- Start charging (if not already)
+- Announce general availability across all channels
+
+Launch touchpoints: customer emails, in-app popups and product tours, website banner, "New" sticker in dashboard, blog post, social posts, Product Hunt, BetaList, Hacker News.
+
+Goal: maximum visibility and conversion to paying users.
+
+## Product Hunt launch strategy
+
+Product Hunt can be powerful for reaching early adopters, but it is not magic. It requires preparation.
+
+**Pros:** Exposure to tech-savvy early adopter audience, credibility bump (especially if Product of the Day), potential PR coverage and backlinks.
+
+**Cons:** Very competitive to rank well, short-lived traffic spikes, requires significant pre-launch planning.
+
+### Before launch day
+
+1. Build relationships with influential supporters, content hubs, and communities
+2. Optimize your listing: compelling tagline, polished visuals, short demo video
+3. Study successful launches to identify what worked
+4. Engage in relevant communities and provide value before pitching
+5. Prepare your team for all-day engagement
+
+### On launch day
+
+1. Treat it as an all-day event
+2. Respond to every comment in real-time
+3. Answer questions and spark discussions
+4. Encourage your existing audience to engage
+5. Direct traffic back to your site to capture signups
+
+### After launch day
+
+1. Follow up with everyone who engaged
+2. Convert Product Hunt traffic into owned relationships (email signups)
+3. Continue momentum with post-launch content
+
+### Case studies
+
+**SavvyCal.** Optimized landing page and onboarding before launch. Built relationships with productivity/SaaS influencers in advance. Responded to every comment on launch day. Result: #2 Product of the Month.
+
+**Reform.** Studied successful launches and applied insights. Crafted clear tagline, polished visuals, demo video. Engaged in communities before launch. Treated launch as all-day engagement event. Result: #1 Product of the Day.
+
+## Post-launch product marketing
+
+Your launch is not over when the announcement goes live. Now comes adoption and retention work.
+
+### Immediate post-launch actions
+
+**Educate new users.** Set up automated onboarding email sequence introducing key features and use cases.
+
+**Reinforce the launch.** Include announcement in your weekly or monthly roundup email to catch people who missed it.
+
+**Differentiate against competitors.** Publish comparison pages highlighting why you are the obvious choice.
+
+**Update web pages.** Add dedicated sections about the new feature or product across your site.
+
+**Offer hands-on preview.** Create no-code interactive demo so visitors can explore before signing up.
+
+### Keep momentum going
+
+It is easier to build on existing momentum than start from scratch. Every touchpoint reinforces the launch.
+
+## Ongoing launch strategy
+
+Do not rely on a single launch event. Regular updates and feature rollouts sustain engagement.
+
+### How to prioritize what to announce
+
+**Major updates** (new features, product overhauls). Full campaign across multiple channels. Blog post, email campaign, in-app messages, social media.
+
+**Medium updates** (new integrations, UI enhancements). Targeted announcement. Email to relevant segments, in-app banner.
+
+**Minor updates** (bug fixes, small tweaks). Changelog and release notes. Signal that product is improving.
+
+### Announcement tactics
+
+- Space out releases. Instead of shipping everything at once, stagger announcements to maintain momentum.
+- Reuse high-performing tactics. If a previous announcement resonated, apply those insights to future updates.
+- Keep engaging. Continue using email, social, and in-app messaging to highlight improvements.
+- Signal active development. Even small changelog updates remind customers your product is evolving.
+
+## Launch checklist
+
+### Pre-launch
+- [ ] Landing page with clear value proposition
+- [ ] Email capture or waitlist signup
+- [ ] Early access list built
+- [ ] Owned channels established (email, blog, community)
+- [ ] Rented channel presence (social profiles optimized)
+- [ ] Borrowed channel opportunities identified (podcasts, influencers)
+- [ ] Product Hunt listing prepared (if using)
+- [ ] Launch assets created (screenshots, demo video, GIFs)
+- [ ] Onboarding flow ready
+- [ ] Analytics and tracking in place
+
+### Launch day
+- [ ] Announcement email to list
+- [ ] Blog post published
+- [ ] Social posts scheduled and posted
+- [ ] Product Hunt listing live (if using)
+- [ ] In-app announcement for existing users
+- [ ] Website banner active
+- [ ] Team ready to engage and respond
+- [ ] Monitor for issues and feedback
+
+### Post-launch
+- [ ] Onboarding email sequence active
+- [ ] Follow-up with engaged prospects
+- [ ] Roundup email includes announcement
+- [ ] Comparison pages published
+- [ ] Interactive demo created
+- [ ] Gather and act on feedback
+- [ ] Plan next launch moment
+
+## Questions to ask
+
+1. What are you launching? New product, major feature, or minor update?
+2. What is your current audience size and engagement?
+3. What owned channels do you have? Email list size, blog traffic, community.
+4. What is your timeline for launch?
+5. Have you launched before? What worked or did not work?
+6. Are you considering Product Hunt? What is your preparation status?

package/skills/business/marketing-psychology/SKILL.md

@@ -0,0 +1,364 @@
+---
+name: marketing-psychology
+version: 1.0.0
+description: "Mental models and psychological principles for marketing. Covers persuasion, buyer behavior, pricing psychology, design models, and growth patterns."
+triggers:
+  - psychology
+  - mental models
+  - cognitive bias
+  - persuasion
+  - behavioral science
+  - why people buy
+  - decision-making
+  - consumer behavior
+  - anchoring
+  - social proof
+  - scarcity
+  - loss aversion
+  - framing
+  - nudge
+---
+
+## When to use
+
+Use when the user needs to apply psychological principles or mental models to marketing. Trigger on mentions of psychology, mental models, cognitive bias, persuasion, behavioral science, why people buy, decision-making, consumer behavior, anchoring, social proof, scarcity, loss aversion, framing, or nudge.
+
+## How to use this skill
+
+1. Identify which mental models apply to the situation.
+2. Explain the psychology behind the model.
+3. Provide specific marketing applications.
+4. Suggest how to implement ethically.
+
+## Foundational thinking models
+
+These models sharpen strategy and help solve the right problems.
+
+**First principles.** Break problems down to basic truths and build solutions from there. Instead of copying competitors, ask "why" repeatedly to find root causes. Use the 5 Whys technique to tunnel down to what really matters.
+
+Marketing application: Do not assume you need content marketing because competitors do. Ask why you need it, what problem it solves, and whether there is a better solution.
+
+**Jobs to be done.** People do not buy products. They hire them to get a job done. Focus on the outcome customers want, not features.
+
+Marketing application: A drill buyer does not want a drill. They want a hole. Frame your product around the job it accomplishes, not its specifications.
+
+**Circle of competence.** Know what you are good at and stay within it. Venture outside only with proper learning or expert help.
+
+Marketing application: Do not chase every channel. Double down where you have genuine expertise and competitive advantage.
+
+**Inversion.** Instead of asking "How do I succeed?", ask "What would guarantee failure?" Then avoid those things.
+
+Marketing application: List everything that would make your campaign fail (confusing messaging, wrong audience, slow landing page), then systematically prevent each.
+
+**Occam's Razor.** The simplest explanation is usually correct. Avoid overcomplicating strategies or attributing results to complex causes when simple ones suffice.
+
+Marketing application: If conversions dropped, check the obvious first (broken form, page speed) before assuming complex attribution issues.
+
+**Pareto principle (80/20 rule).** Roughly 80% of results come from 20% of efforts. Identify and focus on the vital few.
+
+Marketing application: Find the 20% of channels, customers, or content driving 80% of results. Cut or reduce the rest.
+
+**Local vs. global optima.** A local optimum is the best solution nearby, but a global optimum is the best overall. Do not get stuck optimizing the wrong thing.
+
+Marketing application: Optimizing email subject lines (local) will not help if email is not the right channel (global). Zoom out before zooming in.
+
+**Theory of constraints.** Every system has one bottleneck limiting throughput. Find and fix that constraint before optimizing elsewhere.
+
+Marketing application: If your funnel converts well but traffic is low, more conversion optimization will not help. Fix the traffic bottleneck first.
+
+**Opportunity cost.** Every choice has a cost: what you give up by not choosing alternatives.
+
+Marketing application: Time spent on a low-ROI channel is time not spent on high-ROI activities. Always compare against alternatives.
+
+**Law of diminishing returns.** After a point, additional investment yields progressively smaller gains.
+
+Marketing application: The 10th blog post will not have the same impact as the first. Know when to diversify rather than double down.
+
+**Second-order thinking.** Consider not just immediate effects, but the effects of those effects.
+
+Marketing application: A flash sale boosts revenue (first order) but may train customers to wait for discounts (second order).
+
+**Map does not equal territory.** Models and data represent reality but are not reality itself. Do not confuse your analytics dashboard with actual customer experience.
+
+Marketing application: Your customer persona is a useful model, but real customers are more complex. Stay in touch with actual users.
+
+**Probabilistic thinking.** Think in probabilities, not certainties. Estimate likelihoods and plan for multiple outcomes.
+
+Marketing application: Do not bet everything on one campaign. Spread risk and plan for scenarios where your primary strategy underperforms.
+
+**Barbell strategy.** Combine extreme safety with small high-risk/high-reward bets. Avoid the mediocre middle.
+
+Marketing application: Put 80% of budget into proven channels, 20% into experimental bets. Avoid moderate-risk, moderate-reward middle.
+
+## Understanding buyers and human psychology
+
+These models explain how customers think, decide, and behave.
+
+**Fundamental attribution error.** People attribute others' behavior to character, not circumstances. "They did not buy because they are not serious" vs. "The checkout was confusing."
+
+Marketing application: When customers do not convert, examine your process before blaming them. The problem is usually situational, not personal.
+
+**Mere exposure effect.** People prefer things they have seen before. Familiarity breeds liking.
+
+Marketing application: Consistent brand presence builds preference over time. Repetition across channels creates comfort and trust.
+
+**Availability heuristic.** People judge likelihood by how easily examples come to mind. Recent or vivid events seem more common.
+
+Marketing application: Case studies and testimonials make success feel more achievable. Make positive outcomes easy to imagine.
+
+**Confirmation bias.** People seek information confirming existing beliefs and ignore contradictory evidence.
+
+Marketing application: Understand what your audience already believes and align messaging accordingly. Fighting beliefs head-on rarely works.
+
+**The Lindy effect.** The longer something has survived, the longer it is likely to continue. Old ideas often outlast new ones.
+
+Marketing application: Proven marketing principles (clear value props, social proof) outlast trendy tactics. Do not abandon fundamentals for fads.
+
+**Mimetic desire.** People want things because others want them. Desire is socially contagious.
+
+Marketing application: Show that desirable people want your product. Waitlists, exclusivity, and social proof trigger mimetic desire.
+
+**Sunk cost fallacy.** People continue investing in something because of past investment, even when it is no longer rational.
+
+Marketing application: Know when to kill underperforming campaigns. Past spend should not justify future spend if results are not there.
+
+**Endowment effect.** People value things more once they own them.
+
+Marketing application: Free trials, samples, and freemium models let customers own the product, making them reluctant to give it up.
+
+**IKEA effect.** People value things more when they have put effort into creating them.
+
+Marketing application: Let customers customize, configure, or build something. Their investment increases perceived value and commitment.
+
+**Zero-price effect.** Free is not just a low price. It is psychologically different. "Free" triggers irrational preference.
+
+Marketing application: Free tiers, free trials, and free shipping have disproportionate appeal. The jump from $1 to $0 is bigger than $2 to $1.
+
+**Hyperbolic discounting / present bias.** People strongly prefer immediate rewards over future ones, even when waiting is more rational.
+
+Marketing application: Emphasize immediate benefits ("Start saving time today") over future ones ("You will see ROI in 6 months").
+
+**Status-quo bias.** People prefer the current state of affairs. Change requires effort and feels risky.
+
+Marketing application: Reduce friction to switch. Make the transition feel safe and easy. "Import your data in one click."
+
+**Default effect.** People tend to accept pre-selected options. Defaults are powerful.
+
+Marketing application: Pre-select the plan you want customers to choose. Opt-out beats opt-in for subscriptions (ethically applied).
+
+**Paradox of choice.** Too many options overwhelm and paralyze. Fewer choices often lead to more decisions.
+
+Marketing application: Limit options. Three pricing tiers beat seven. Recommend a single "best for most" option.
+
+**Goal-gradient effect.** People accelerate effort as they approach a goal. Progress visualization motivates action.
+
+Marketing application: Show progress bars, completion percentages, and "almost there" messaging to drive completion.
+
+**Peak-end rule.** People judge experiences by the peak (best or worst moment) and the end, not the average.
+
+Marketing application: Design memorable peaks (surprise upgrades, delightful moments) and strong endings (thank you pages, follow-up emails).
+
+**Zeigarnik effect.** Unfinished tasks occupy the mind more than completed ones. Open loops create tension.
+
+Marketing application: "You are 80% done" creates pull to finish. Incomplete profiles, abandoned carts, and cliffhangers leverage this.
+
+**Pratfall effect.** Competent people become more likable when they show a small flaw. Perfection is less relatable.
+
+Marketing application: Admitting a weakness ("We are not the cheapest, but...") can increase trust and differentiation.
+
+**Curse of knowledge.** Once you know something, you cannot imagine not knowing it. Experts struggle to explain simply.
+
+Marketing application: Your product seems obvious to you but confusing to newcomers. Test copy with people unfamiliar with your space.
+
+**Mental accounting.** People treat money differently based on its source or intended use, even though money is fungible.
+
+Marketing application: Frame costs in favorable mental accounts. "$3/day" feels different than "$90/month" even though it is the same.
+
+**Regret aversion.** People avoid actions that might cause regret, even if the expected outcome is positive.
+
+Marketing application: Address regret directly. Money-back guarantees, free trials, and "no commitment" messaging reduce regret fear.
+
+**Bandwagon effect / social proof.** People follow what others are doing. Popularity signals quality and safety.
+
+Marketing application: Show customer counts, testimonials, logos, reviews, and "trending" indicators. Numbers create confidence.
+
+## Influencing behavior and persuasion
+
+These models help you ethically influence customer decisions.
+
+**Reciprocity principle.** People feel obligated to return favors. Give first, and people want to give back.
+
+Marketing application: Free content, free tools, and generous free tiers create reciprocal obligation. Give value before asking for anything.
+
+**Commitment and consistency.** Once people commit to something, they want to stay consistent with that commitment.
+
+Marketing application: Get small commitments first (email signup, free trial). People who have taken one step are more likely to take the next.
+
+**Authority bias.** People defer to experts and authority figures. Credentials and expertise create trust.
+
+Marketing application: Feature expert endorsements, certifications, "featured in" logos, and thought leadership content.
+
+**Liking / similarity bias.** People say yes to those they like and those similar to themselves.
+
+Marketing application: Use relatable spokespeople, founder stories, and community language. "Built by marketers for marketers" signals similarity.
+
+**Unity principle.** Shared identity drives influence. "One of us" is powerful.
+
+Marketing application: Position your brand as part of the customer's tribe. Use insider language and shared values.
+
+**Scarcity / urgency heuristic.** Limited availability increases perceived value. Scarcity signals desirability.
+
+Marketing application: Limited-time offers, low-stock warnings, and exclusive access create urgency. Only use when genuine.
+
+**Foot-in-the-door technique.** Start with a small request, then escalate. Compliance with small requests leads to compliance with larger ones.
+
+Marketing application: Free trial to paid plan to annual plan to enterprise. Each step builds on the last.
+
+**Door-in-the-face technique.** Start with an unreasonably large request, then retreat to what you actually want. The contrast makes the second request seem reasonable.
+
+Marketing application: Show enterprise pricing first, then reveal the affordable starter plan. The contrast makes it feel like a deal.
+
+**Loss aversion / prospect theory.** Losses feel roughly twice as painful as equivalent gains feel good. People will work harder to avoid losing than to gain.
+
+Marketing application: Frame in terms of what they will lose by not acting. "Do not miss out" beats "You could gain."
+
+**Anchoring effect.** The first number people see heavily influences subsequent judgments.
+
+Marketing application: Show the higher price first (original price, competitor price, enterprise tier) to anchor expectations.
+
+**Decoy effect.** Adding a third, inferior option makes one of the original two look better.
+
+Marketing application: A "decoy" pricing tier that is clearly worse value makes your preferred tier look like the obvious choice.
+
+**Framing effect.** How something is presented changes how it is perceived. Same facts, different frames.
+
+Marketing application: "90% success rate" vs. "10% failure rate" are identical but feel different. Frame positively.
+
+**Contrast effect.** Things seem different depending on what they are compared to.
+
+Marketing application: Show the "before" state clearly. The contrast with your "after" makes improvements vivid.
+
+## Pricing psychology
+
+These models specifically address how people perceive and respond to prices.
+
+**Charm pricing / left-digit effect.** Prices ending in 9 seem significantly lower than the next round number. $99 feels much cheaper than $100.
+
+Marketing application: Use .99 or .95 endings for value-focused products. The left digit dominates perception.
+
+**Rounded-price (fluency) effect.** Round numbers feel premium and are easier to process. $100 signals quality; $99 signals value.
+
+Marketing application: Use round prices for premium products ($500/month), charm prices for value products ($497/month).
+
+**Rule of 100.** For prices under $100, percentage discounts seem larger ("20% off"). For prices over $100, absolute discounts seem larger ("$50 off").
+
+Marketing application: $80 product: "20% off" beats "$16 off." $500 product: "$100 off" beats "20% off."
+
+**Price relativity / good-better-best.** People judge prices relative to options presented. A middle tier seems reasonable between cheap and expensive.
+
+Marketing application: Three tiers where the middle is your target. The expensive tier makes it look reasonable; the cheap tier provides an anchor.
+
+**Mental accounting (pricing).** Framing the same price differently changes perception.
+
+Marketing application: "$1/day" feels cheaper than "$30/month." "Less than your morning coffee" reframes the expense.
+
+## Design and delivery models
+
+These models help you design effective marketing systems.
+
+**Hick's law.** Decision time increases with the number and complexity of choices. More options means slower decisions and more abandonment.
+
+Marketing application: Simplify choices. One clear CTA beats three. Fewer form fields beat more.
+
+**AIDA funnel.** Attention to Interest to Desire to Action. The classic customer journey model.
+
+Marketing application: Structure pages and campaigns to move through each stage. Capture attention before building desire.
+
+**Rule of 7.** Prospects need roughly 7 touchpoints before converting. One ad rarely converts; sustained presence does.
+
+Marketing application: Build multi-touch campaigns across channels. Retargeting, email sequences, and consistent presence compound.
+
+**Nudge theory / choice architecture.** Small changes in how choices are presented significantly influence decisions.
+
+Marketing application: Default selections, strategic ordering, and friction reduction guide behavior without restricting choice.
+
+**BJ Fogg behavior model.** Behavior equals Motivation times Ability times Prompt. All three must be present for action.
+
+Marketing application: High motivation but hard to do will not happen. Easy to do but no prompt will not happen. Design for all three.
+
+**EAST framework.** Make desired behaviors Easy, Attractive, Social, and Timely.
+
+Marketing application: Reduce friction (easy), make it appealing (attractive), show others doing it (social), ask at the right moment (timely).
+
+**COM-B model.** Behavior requires Capability, Opportunity, and Motivation.
+
+Marketing application: Can they do it (capability)? Is the path clear (opportunity)? Do they want to (motivation)? Address all three.
+
+**Activation energy.** The initial energy required to start something. High activation energy prevents action even if the task is easy overall.
+
+Marketing application: Reduce starting friction. Pre-fill forms, offer templates, show quick wins. Make the first step trivially easy.
+
+**North star metric.** One metric that best captures the value you deliver to customers. Focus creates alignment.
+
+Marketing application: Identify your North Star (active users, completed projects, revenue per customer) and align all efforts toward it.
+
+**The Cobra effect.** When incentives backfire and produce the opposite of intended results.
+
+Marketing application: Test incentive structures. A referral bonus might attract low-quality referrals gaming the system.
+
+## Growth and scaling models
+
+These models explain how marketing compounds and scales.
+
+**Feedback loops.** Output becomes input, creating cycles. Positive loops accelerate growth; negative loops create decline.
+
+Marketing application: Build virtuous cycles: more users to more content to better SEO to more users. Identify and strengthen positive loops.
+
+**Compounding.** Small, consistent gains accumulate into large results over time. Early gains matter most.
+
+Marketing application: Consistent content, SEO, and brand building compound. Start early; benefits accumulate exponentially.
+
+**Network effects.** A product becomes more valuable as more people use it.
+
+Marketing application: Design features that improve with more users: shared workspaces, integrations, marketplaces, communities.
+
+**Flywheel effect.** Sustained effort creates momentum that eventually maintains itself. Hard to start, easy to maintain.
+
+Marketing application: Content to traffic to leads to customers to case studies to more content. Each element powers the next.
+
+**Switching costs.** The price (time, money, effort, data) of changing to a competitor. High switching costs create retention.
+
+Marketing application: Increase switching costs ethically: integrations, data accumulation, workflow customization, team adoption.
+
+**Exploration vs. exploitation.** Balance trying new things (exploration) with optimizing what works (exploitation).
+
+Marketing application: Do not abandon working channels for shiny new ones, but allocate some budget to experiments.
+
+**Critical mass / tipping point.** The threshold after which growth becomes self-sustaining.
+
+Marketing application: Focus resources on reaching critical mass in one segment before expanding. Depth before breadth.
+
+**Survivorship bias.** Focusing on successes while ignoring failures that are not visible.
+
+Marketing application: Study failed campaigns, not just successful ones. The viral hit you are copying had 99 failures you did not see.
+
+## Quick reference
+
+| Challenge | Relevant models |
+|-----------|----------------|
+| Low conversions | Hick's Law, Activation Energy, BJ Fogg, Friction |
+| Price objections | Anchoring, Framing, Mental Accounting, Loss Aversion |
+| Building trust | Authority, Social Proof, Reciprocity, Pratfall Effect |
+| Increasing urgency | Scarcity, Loss Aversion, Zeigarnik Effect |
+| Retention/churn | Endowment Effect, Switching Costs, Status-Quo Bias |
+| Growth stalling | Theory of Constraints, Local vs Global Optima, Compounding |
+| Decision paralysis | Paradox of Choice, Default Effect, Nudge Theory |
+| Onboarding | Goal-Gradient, IKEA Effect, Commitment and Consistency |
+
+## Questions to ask
+
+1. What specific behavior are you trying to influence?
+2. What does your customer believe before encountering your marketing?
+3. Where in the journey (awareness, consideration, decision) is this?
+4. What is currently preventing the desired action?
+5. Have you tested this with real customers?