Start with the real friction, not the requested tactic.
FIELDS™ by Andreas Smit
Strategy that
holds together.
FIELDS examines whether an idea starts from something real, lives inside the decision, moves a defined behaviour and can survive the system required to deliver it.
It is not a creative template. It is a strategic interrogation built from practitioner experience and the analysis of effective BTL campaigns.
The FIELDS film
See the framework.
Then see what it changes.
From strategic interrogation to commercial application
01 · Why it exists
A good idea is not yet a good strategy.
Too much marketing strategy is written upstream from the behaviour it is meant to change. The channel is selected. The activation is described. The real decision remains vague.
FIELDS creates discipline between the entry point and the commercial consequence. It forces the mechanic, the distribution and the operating reality to hold as one connected system.
02 · The framework
Six dimensions.
Each changes the next.
Entry point
F
Friction
Where does this start?
Name the behavioural friction, cultural moment or narrative tension. Then locate the Conversion Surface where the decision already lives.
Why it matters
Without friction, the work can appear coherent while resting on an untested assumption.
The question
Where does this start?
What good looks like
A specific, evidenced answer that connects directly to the Field before it and changes the Field after it.
03 · Principles
The thinking behind
the model.
Insight must explain behaviour, not merely describe an audience.
Execution is the mechanic people encounter, not a list of outputs.
Distribution and leverage belong inside the idea from the start.
A decision must name the behaviour or commercial consequence that changes.
The system must be able to fulfil, repeat, scale, measure and defend the work.
04 · Conversion Surface
Put the work inside the decision.
A Conversion Surface is not simply a channel or location. It is the specific place where the audience is already making the decision.
01Competitor perimeter
02Decision artefact
03Adjacent commerce environment
04Shelf or pack
05Service trigger
06Sponsorship asset
07Cultural moment
05 · Connected, not boxed
The value is in the causal connection.
FFriction
IInsight
EExecution
LLeverage
DDecision
SSystem
The sequence creates discipline. Professional diagnosis tests whether the live system holds together. The detailed scoring and diagnostic methodology remain proprietary.
06 · Understand · Diagnose · Apply
Framework ≠ Methodology ≠ Experience
01 · Understand
The FIELDS Framework™
Completely open. Learn what each Field means, why it matters, how the six Fields connect, the questions each one asks and what good looks like.
Explore FIELDS02 · Diagnose
FIELDS Diagnostic™
Put your business through a focused assessment. Identify strengths, surface gaps, compare the six Fields and discover where deeper investigation may be needed.
Discover Your FIELDS Score03 · Apply
FIELDS Applied™
Turn diagnosis into decisions through interpretation, strategic prioritisation, workshops, implementation planning and commercial application.
Apply FIELDS to Your BusinessThe FIELDS Framework gives you the questions. 20+ years in the field changes how you interpret the answers.
FIELDS is a framework, not a formula. Pattern recognition, judgement, context and operating experience turn a score into a decision.
Apply FIELDS to your business