# Frontier Marketing — Ten Propositions

Canonical HTML source: https://frontiermarketing.org/principles/

Each proposition has a stable anchor, for example https://frontiermarketing.org/principles/#intermediation-transforms

1. **Intermediation transforms** (#intermediation-transforms) — Language models and agents progressively assume parts of finding, interpreting, comparing and recommending.
2. **AI changes the structure** (#ai-changes-the-structure) — Agentic AI is a structural change in how markets work, not an incremental addition to the existing marketing toolkit.
3. **Strategy precedes tactics** (#strategy-precedes-tactics) — Tactics are replaced continuously; the organisation must be able to adopt new ones without rebuilding its direction.
4. **Strategy is a discipline** (#strategy-is-a-discipline) — Durable strategic choice and strategic education must recover their intellectual standing.
5. **Differentiation is survival** (#differentiation-is-survival) — A precise differentiator, or an exact correspondence to a specific buyer pain, becomes indispensable.
6. **Markets are entity systems** (#markets-are-entity-systems) — Companies, people, products, problems and categories acquire meaning through their relationships.
7. **Meaning must be legible** (#meaning-must-be-legible) — Humans, search engines, language models and agents must all be able to state what an organisation is and why it matters.
8. **The purpose is human** (#the-purpose-is-human) — Greater technical capacity increases, rather than reduces, the need to articulate human value and contribution.
9. **The dispensable disappears** (#the-dispensable-disappears) — Inherited position does not protect an entity that lacks distinct and continuously legible relevance.
10. **Go-to-market compounds** (#go-to-market-compounds) — Replaceable components share learning, data and capacity beneath a stable strategic layer.

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Framework version 1.0 · Developed by Jordi Marca · https://frontiermarketing.org/author/jordi-marca/