This document outlines Rand Fishkin's framework for digital marketers to take an unbiased, strategic approach to marketing investments. It involves defining the audience, problem, existing solutions, potential channels, positioning, and messaging. For each element, Fishkin provides tips and tools to help evaluate options in a structured yet flexible way. The goal is to prioritize high-impact channels that fit the budget and skills of the team. By following this process, marketers can optimize investments and earn trust by conducting an unbiased evaluation tailored to each unique situation.