The STAR Framework: Rewriting the Rules of Consumer Engagement The psychology-based system that replaces guesswork with human precision — and changes the game forever. Forget everything they taught you. Demographics are dead. Personalisation is broken. Funnels are a fantasy. In a world drowning in data but starved of understanding, The STAR Framework offers something no other marketing book dares to: A complete rewire of how brands connect, convert, and earn loyalty in the 21st century. This isn’t a trend. It’s not a tactic. It’s a revolution in plain sight. Built on the gold-standard Big Five personality model, STAR doesn’t just segment your audience — it gets inside their head. It shows you the four mindsets that shape every decision your customers make — Socialiser, Thinker, Adventurer, Realist — and gives you the tools to speak their language with unshakable accuracy. This book doesn’t help you keep up. It helps you leave everyone else behind. Inside, you’ll learn: Why campaigns fail not because of weak ideas, but because they speak to the wrong mindset How to use IDEA to map the journeys your customers are actually on — and CARE to serve them like you know them personally How brands like Apple, Spotify, Monzo, Duolingo and Patagonia are quietly deploying this mindset strategy to dominate markets How to replace empty personas, broken segmentation and “spray and pray” tactics with something that actually works Whether you’re building a brand, leading a team, launching a campaign or fixing what the last agency got wrong — The STAR Framework is your unfair advantage. It’s not about marketing louder. It’s about finally saying something that lands. This is the book your strategy deck has been waiting for. The one your CMO will pretend they discovered first. And the one your competitors will read six months too late. If you’re ready to stop guessing and start connecting — this is your moment.