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Eighty20 Publishing · Business / Marketing
Marketing
Stop Marketing to Everyone. Win the Customers Who Make You Money.
Digital editions availableTwelfth on the shelf
Aim small. Say one thing. Spend where it pays.
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Prices in USD; tax calculated at checkout. BookFunnel emails access to the edition or bundle you buy after checkout. Audiobook orders include a downloadable visual companion PDF. Listen in the BookFunnel app or your browser. The complete fillable Field Guide is sold separately unless included in your bundle. All sales are final.
Ebook and fillable Field Guide released . Print forthcoming · December 22, 2026.
About the book
Every company that sells to other businesses can tell you how many leads it got last year. Almost none can tell you what they were worth. Most of what it will sell this year goes to customers who have bought from it before, and that's where its marketing almost never looks.
Bill Canady gives chief executives a marketing method built on one number, Fort margin: the margin earned from the few customers who make the company its money, old and new. Then come nine steps in three stages, drawn from three decades of running industrial and distribution businesses: aim small, say one thing, spend where it pays.
The book includes 23 figures. Keelson Coatings, the invented case company, runs the nine steps through its year-one review. The companion Field Guide holds 48 worksheets, each with a completed Keelson Coatings example.
Readers on Bill’s books
Selected Amazon reviews of The 80/20 CEO, From Panic to Profit and The Rule of Three.
5 out of 5 stars
“What Mr. Canady has done here is curate a business system of complementary processes that make a material impact on business performance. If you are looking for a way to pull your business together and get your teams focused on the few things that truly matter, start here.”
MJMVerified Amazon purchase · The 80/20 CEO
Read the full review5 out of 5 stars
“This book is part of the few business books that have changed my life. Even though the 80/20 principles are simple, implementing 80/20 can be challenging, but Bill shares how he did it multiple times, the obstacles he faced, and how to make the changes stick.”
Denis Ethier (ThriveMate)Verified Amazon purchase · From Panic to Profit
Read the full review4 out of 5 stars
“Bill Canady does not treat leadership as a collection of motivational slogans. Instead, he presents a practical framework for understanding why some organizations execute well while others struggle.”
EstebanAmazon review · The Rule of Three
See it on AmazonAmazon reviews, shown with each reviewer’s Amazon name.
Book → Workbook → Audiobook → Video course
Already have the book? Start with the workbook or explore the related training. Choose only what you need; unfinished editions are marked Coming soon.
Read the method.
The complete ebook for your reading app.
$10 USD
Available now
Buy the ebookChapter 1: Marketing to Everyone.
Put it to work.
The fillable Field Guide, with exercises and tools to apply the book.
$10 USD
Available now
Buy the workbookChapter 1: Marketing to Everyone, including worksheets and completed examples.
Listen on the move.
7h 11m 52s, narrated using a digital replica of Bill Canady’s voice. Includes a separate 43-page visual companion PDF; the complete fillable Field Guide with 48 worksheets is sold separately.
$10 USD
Available now
Buy the audiobookAn excerpt from Chapter One: Marketing to Everyone, narrated using Bill Canady’s digitally recreated voice.
Approximately five-minute sample · Bill Canady’s digitally recreated voice.
Learn it step by step.
Explore the related self-paced training. Each course lists its lessons and included materials.
Coming soon
Title Set · buy together and save
$25 instead of $30 individually.
Available digital books, workbooks and audio are delivered through BookFunnel after purchase. Title Set savings do not include video courses. Each course lists the reading included with it. Prices are in USD; applicable tax is calculated at checkout. All sales are final.
Choose across the library and saveEbook reviews
Tell other owners and executives what worked. Choose Write a review, pick your stars and share your experience of The 80/20 Marketer — Ebook (EPUB).
Bought another edition? Review the Field Guide, Audiobook or Title Set.
Where it fits · PGOS
Grow sales, marketing and products that earn their place.
“How do I grow fast without breaking it?” Year two
How to use it
Run the nine steps with the marketing owner, the head of sales and finance: aim small, say one thing, then spend where it pays. Use the monthly marketing ledger to record what was spent, at whom and what came back.
Read it with The 80/20 Salesman · Worth Every Cent · Scale What Matters
See Growth in the PGOS mapEditions
Available to the trade through IngramSpark and to readers through Amazon and your bookseller when published. Wholesale and bulk terms.
The companion
Fillable PDF available
All 48 worksheets from The 80/20 Marketer, each with a completed Keelson Coatings example. Made for a team to write on together, in print or as a fillable PDF.
Letter-size, built to be written in. Print and fillable PDF. The book keeps the narrative; the guide holds the working paper.
The author
Bill Canady is the Founder & CEO of The 80/20 Institute. A U.S. Navy veteran with an MBA from the University of Chicago Booth School of Business, he created the Profitable Growth Operating System (PGOS). He is the author of The 80/20 CEO, The Rule of Three, and other books in the Eighty20 library.
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