May we set cookies? Ours tells a returning reader from a new one; Google's and TikTok's tell them whether an advertisement brought you here and what it led to. Say no and the site is exactly the same, and nothing that identifies your browser is kept or shared. What we measure

howdoistudy

Learn marketing as models you can argue with

Start a marketing plan, first lesson free
Labelled diagram · diffusion of innovationsFIVE SEGMENTS
Innovators2.5%Early adopters13.5%Early majority34%Late majority34%Laggards16%

Adoption spreads through five groups, and each needs a different kind of evidence before it moves. That is why one message never reaches all of them. Pick a segment to read what it takes.

The width of each band is its real share of the market.

Rogers' adopter segments: click any one to see what it takes to reach it.

Marketing gets taught as a stack of named frameworks, which is why so much of it is gone a week after the exam. A framework you have pushed on, clicked through and found the edges of is different from one you highlighted. The block below is Rogers' adopter curve, and every segment does something when you click it.

What people come here to do

You describe the goal in your own words and the plan asks questions back until it is one you would follow. Goals usually look like these.

  • “Pass a marketing module without memorising frameworks”
  • “Understand the strategy my own company keeps citing”
  • “Move from doing marketing to explaining it”
  • “Prepare for a marketing interview”

What a marketing plan covers

There is no fixed syllabus. The plan is built around your goal and drops what it does not need. These are the topics it draws from.

  • Diffusion of innovation and adopter segments
  • Segmentation, targeting and positioning
  • Pricing and willingness to pay
  • Channels, funnels and attribution
  • Brand, differentiation and category
  • Reading a market and sizing it honestly

Other subjects

Each one has its own lesson block to try.

See how it works and what it costs.