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 13: To the Stars

A chance to review all the models from this series, but more importantly, an invitation to break new ground in model making.

Super Model 12: Less is More

How just two neuro-hormones - oxytocin and serotonin - might explain many patterns in marketing.

Super Model 11: On The Spectrum

How the spectrum is one of the simplest models to work with. And offers comedy gold.

Super Model 10: Up with the Gods

How to insert models into workshops to raise the performance of any group.

Super Model 9: In the Circles of Our Minds

How circular models can guide our thinking. But sometimes trip us up.

Super Model 8: Bringing Harmony Through Division

How to lay it all out so they get what you mean.

Super Model 7: Chronicles of a death foretold

How 3 geopolitical models can help you make predictions about the coming decades.

Super Model 6: But some were more equal than others.

How the spiral dynamics model can inspire better football, better politics, better planning, and even better pies.

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.