The Byron Sharp
Framework
Mental Availability & How Brands Grow
Byron Sharp moved markets by understanding the specific psychology of attention and offer. Byron Sharp's commercial thinking, captured in this framework as mental models, decision heuristics, and the signature questions they would ask.
The mental availability & how brands grow framework distils Byron Sharp's documented approach into a .md skill file you can load into Claude, ChatGPT, or any LLM in seconds.
Where most AI personas generate generic output, this framework is grounded in real documented work: interviews, writing, published frameworks, and the specific decisions Byron Sharp made when it mattered. Use it for decision-making, writing, strategy, or any situation where you want your AI to think with Byron Sharp's distinctive patterns rather than a default model voice.
A glimpse of Byron Sharp's thinking.
Brands grow by acquiring more buyers, not by increasing loyalty among existing customers. Mental availability (being thought of in buying situations) and physical availability (being easy to buy) matter infinitely more than emotional connection or brand purpose. Marketing's job is to refresh and build memory structures, not to persuade or convert.
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Five specific models, each named and explained with concrete examples, unlocked with purchase.
"What memory structures are we building for the 95% not currently buying?"
4 more questions in Byron Sharp's voice are unlocked with purchase.
Full list of anti-patterns unlocked with purchase.
The full framework adds: detailed explanations of all five mental models with real-world examples, the decision heuristics Byron Sharp actually used, remaining signature questions, the complete list of anti-patterns, a copy-paste activation prompt, and a worked example.
Unlocked the moment you purchase. ~2,000 words total. Delivered as a Claude Skill and plain .md within 60 seconds of checkout.
- ✦Core philosophy: 2–3 sentences grounded in Byron Sharp's documented worldview
- ✦Five signature mental models: each named, with concrete examples from their work
- ✦Decision heuristics: the concrete rules they actually used
- ✦Signature questions: five questions that sound like Byron Sharp, not a generic MBA
- ✦What they would NOT do: the anti-patterns this framework rejects
- ✦Copy-paste activation prompt: drop straight into Claude or ChatGPT
- ✦Worked example: the framework applied to a realistic scenario
- →byron-sharp.zip: a native Claude Skill. Upload to Settings → Skills in Claude, or unzip to
~/.claude/skills/ - →byron-sharp-framework.md: plain markdown. Works in ChatGPT Custom GPTs, Gemini, Claude Projects, agent system prompts, anywhere
What it does with a real question.
A founder is deciding whether to take a large but difficult client.
Take it, but only if the client buys you reach, not just revenue. The founder is treating this as a revenue question, and that is the wrong frame. A large client is only worth the pain if it makes the business easier to find and easier to buy from for the many people who aren't clients yet.
Here is the test. Ask what a year of serving this account does to the number of different people who would think of you when the need arises. If the client is a recognizable name, a public reference, a logo that sits on your site and in the mouths of people in your category, then the difficulty is a cost of buying memory structures, and that can be a fair price. Familiar associations are what get a small firm shortlisted by buyers who have never spoken to it. If the client is large but invisible, with a confidentiality clause and no way to cite the work, you are paying a premium in founder attention for money alone.
Then count the physical cost. A difficult client absorbs the exact hours and best people that would otherwise go to winning light, easy, repeatable accounts. A single account that dominates your revenue also makes you harder to buy from, because you stop having capacity to say yes to anyone else.
My position: negotiate for permission to name them publicly and cap their share of capacity. If they refuse both, decline. Next move: put those two terms in writing this week and let their response decide it.
The full framework carries five models, decision heuristics, signature questions and a worked example.
Written by claude-sonnet-5-5 with this framework loaded, 2026-10-11. Checked automatically for length and for copied framework text.
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Inspired by the documented thinking of Byron Sharp. A mental-model toolkit, not a literal representation. Delivered as a .md file compatible with Claude, ChatGPT, Gemini, and any LLM.