Sonia Thompson, Author at Frictionless Growth Lab

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Sonia Thompson

210 articles published

Layered strawberry and mixed berry cake with whipped cream on a white plate.

Brand Messaging Strategy: The Missing Layer That Helps You Reach More Ideal Customers

Close-up of a metal chain and padlock securing a closed wire fence gate, symbolizing barriers that prevent customers from moving forward.

Why Your Marketing Messages Aren’t Converting Customers—and What to Do About It

Colorful mosaic mural made of tile and broken ceramic, showing several faces in different colors and styles, including a large stylized face with spiral orange cheeks, surrounded by patterns and shapes.

6 Types of Marketing Campaigns That Reach Customers General-Market Marketing Misses

Orange tabby cat looking upward with a curious expression, surrounded by question marks against a blue and yellow background.”

How to Get Into a Customer’s Consideration Set—and Why Getting Chosen Is a Different Job

Your Brand Values Are an Asset. Here’s How to Use Them Like One.

Green speech bubble surrounded by yellow paper, with three crumpled yellow paper balls representing messages or communication.

What Your Brand Messaging Communicates Without You Realizing It

Close-up of a handmade mosaic built from hundreds of small, irregular tiles. Two sun-like circles of yellow and orange tiles glow near the top, split by a flowing river of deep blue. Wavy rows of teal, coral, purple, pink and orange ripple across the rest of the piece, so it feels like it's in motion. Each tile is a different shade, but together they form one picture.

Mosaic Marketing: How to Make Your Marketing Work for More of Your Ideal Customers

A liquid mosaic. ots of pink, bluge, grey, green, and red. Signifies mosaic marketing.

General Market Marketing: Why It Limits Brand Growth — and What Smart Brands Do Instead

On a blue background -- are shown 3 medals hanging: bronze, silver, and gold. The ribbons holding each are red, white, and blue.

Brand Growth Strategy: Why Most Underperform — and the 7C Framework That Fixes It

On a black lit background, there is a white bowl in the center filled with a colorful bean base salad. It also has cherry tomatoes mixed in and green onions.

Community-Led Growth Marketing: How Dense Bean Salad Girl Grew 3M Followers—and What Enterprise Brands Can Learn From It

a corkboard that has an image of a green soccer (football) field on it, and there are plays on it -- like a playbook.

Traditional Growth Marketing Isn’t as Effective as It Should Be — Here’s the Modern Playbook

Colored horizontal lines that look like they are on an incline on a digital screen. They represent a glitch like you see when a channel doesn't have signal or is malfunctioning. It represents the glitch in modern marketing.

The Glitch In Modern Marketing