references/figures/byron-sharp.md

# Byron Sharp

## Contribution

A decision card for the Marketing Science & Brand Growth school. Use the principles, not the personality.

## Principles

- penetration is a major growth route.
- mental and physical availability affect buying probability.
- distinctive assets support recognition.

## Apply when

- The current decision matches this figure's documented area of contribution.
- The principle can be tied to evidence, a mechanism, or a testable assumption.

## Do not infer

- The figure's name does not settle a disagreement.
- Historical work is not evidence that a current market fact is true.
- Do not mimic personal voice, mannerisms, or biography.

## Connected theories

- `mental-availability`
- `physical-availability`
- `double-jeopardy`

## Counterweights

- Compare with `seth-godin` when the principle would otherwise become a universal rule.

## Sources

- `source:sharp-how-brands-grow`