Framework and platform
The framework has not changed.
The product is organised differently.
If you have seen our deck or an earlier version of this site, Know, Decide, Act and Learn will be familiar. That is still how we think about marketing, and it is still the model we sell. What changed is the navigation inside the product, which now reads Signal, Studio and Proof. Those are two different things, and this page explains why.
The framework
Know. Decide. Act. Learn.
A way of reasoning about marketing. Understand your position, choose what to do, do it, then find out what happened and let that change the next decision.
This has not changed and will not. It is the argument for why an intelligence layer is worth having at all, and it is the language we use with founders and CMOs.
The platform
Signal. Studio. Proof.
How the software is grouped. Signal is where you go to find things out. Studio is where you go to make and run things. Proof is where you go to see what came back.
Three places, named after what you do when you are in them, because that is how people navigate software.
Why the two are not the same shape
Because deciding is not a place you go. It happens while you are reading a signal, when you judge whether a cultural moment suits your brand. It happens again in Studio, when you set a budget or pick a channel. A product section called Decide would either duplicate both or sit empty.
The framework has four stages because thinking has four stages. The product has three sections because there are three kinds of work. Those numbers were never going to match.
Where each stage happens
| Framework stage | In the platform | What you are actually doing |
|---|---|---|
| KNOW | Signal | Brand DNA, the Brand AI Assistant, Audience Intelligence, Competitor Radar, Social Listening. |
| DECIDE | Signal and Studio | Which moments suit the brand and which questions to track, in Signal. Which budget, channel and creative direction, in Studio. |
| ACT | Studio | Creative, campaigns, publishing, paid media, influencer work, media plans and budgets. |
| LEARN | Proof , back into Signal | Results joined to the audience they came from, then written back so the next brief starts better informed. |
Two stages map to one section each. Two are spread across two, which is the honest answer rather than the tidy one.
Nothing was removed
Every capability that existed under the old four still exists. If you were shown something in a demo and told it sat under Decide, it is still there. Time & Event Intelligence and the AEO/GEO Monitor are in Signal, because you go there to find things out. Media Planning and the Budget Planner are in Studio, because you go there to commit to something.
Start where the knowing happens.
Signal is where most conversations begin, because it is the part that runs before you spend anything.