Attention
Durable access to a relevant audience.
MA$$ Leverage · Pronounced mass leverage
MA$$ Leverage turns marketing investment into assets that compound.
Jeff Lizik's operating philosophy for Marketing as an Asset Class.
The operating philosophy
Marketing is more than the activity it funds.
MA$$ Leverage asks leaders to manage marketing as a portfolio. Every investment should have an answer to four questions: what asset does it build, who owns it, how is it measured, and how does it make future work more valuable?
The framework is public Jeff Lizik intellectual property. RedShift can use it as an internal governing philosophy without making the acronym its buyer-facing promise.
The portfolio
Five connected assets
Conversion
Reusable paths that turn interest into qualified action.
Automation
Reliable systems that reduce repeated effort without hiding accountability.
Credibility
Evidence and authority that reduce perceived risk.
Business Value
Transferable capacity, resilience, cash-flow quality, and enterprise value.
How the portfolio grows
Sequence before scale.
Build the asset that resolves the current constraint and increases the value of what comes next.
Diagnose
Find the constraint that makes every later investment less valuable.
Build
Create the asset the business is ready to own, measure, and use.
Compound
Connect the asset to evidence, ownership, and the next operating decision.
Evidence before claims
A plan is not a result.
A result is not automatically proof of causality. A good story is not automatically a case study. Credibility compounds when the public claim stays inside the available evidence.
Read the ideas