APG Top Models and Super Models

The most useful strategic models and how to apply them. With Jon Leach.

There are two series of models: The Top Models series which is complete and available below, and the new Super Models series which will be appearing week by week and posted below until summer 2021.


The idea is to create and house a broad library of strategy frameworks. Each one is an essay conceived and written by Jon Leach and consisting of a mix of theory, real life examples and practical tips on how to apply them. In doing so he has drawn not only on his eclectic brain and capacious memory, but also on vivid examples of all kinds of strategic problems he has encountered in his long and varied planning career working across creative, brand, PR, sports marketing and more…

The Top Models Series covers all the more ‘basic’ models and approaches. There are 11 in all. The essays variously contain:

  • Explanations

  • References and theory 

  • Case history examples

  • A step by step recipe for applying the model

  • Suggested tasks that let you have a go yourself

The Super Models Series is more advanced, and can encompass a range of models rather than concentrating on just one. These more sophisticated essays build on knowledge you can acquire by reading and playing with the Top Models.  There will be another dozen or so in all.

How to search for a specific model

If you would like to view the models you can click 'view model', and type in your APG Membership details (email and membership number) to get access. You can also search either Top Models or Super Models using the search bar below.

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Super Model 5: The Unbearable Lightness of Being Wrong

How the Rollercoaster Model can get you from being unbearably wrong to actually getting it right.

Super Model 4: Beware the Dunes of Padstow Town

A model inspired by the spread of viruses shows how any Word-of-Mouth campaign should be structured if it is going to be effective.

Super Model 3: Memories, all alone in the spotlight

How to keep models poised in your mind, ready to pounce on marketing problems.

Super Model 2: Two’s company, three’s getting crowded

The benefits - and pitfalls - of stretching a two by two into a three by three.

Super Model 1: The Dilettante Planner Goes for a Ride

This is the first of the Super Models series. A review of the classics but also a reminder to seek out the genuinely new.

Top Model 11: Lost in the Fog and Hunting the Big Fish

The final Top Model: Using two by twos to organise your work projects and control your working day.

Top Model 10: My Cousin Timmy

Applying the Spiral Dynamics model to understand how PR agencies think differently from advertising agencies.

Top Model 9: Pilfering other People’s Pyramids

Stealing from the best and using the Attention Pyramid to manage your own media consumption.

Top Model 8: The Road to Angmering Pier

How the Greiner Growth model can re-boot your agency or department.

Top Model 7: Waving not Drowning

Using Alvin Toffler’s Third Wave model to place asthma devices, Brexit and China in context.

Top Model 6: Fine Slicing the Internet of Beef

Searching out two by twos on the internet to map out today’s Twitter culture wars.

Top Model 5: Teenage Mutant Ninja Models

The Boston Matrix, and some slightly tricky maths, shows how smokers might take to vaping.

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