TL;DR: The Hexagram is ADG Advisory's proprietary six-pillar marketing framework: The Architect, The Signal, The Resonance, The Vision, The Conversion and The Intelligence. A free 8-minute diagnostic scores a business across all six and returns a Gap Map of its three weakest pillars. Fix the pillar that is upstream, not the one that scores lowest.
To avoid confusion: this is the Hexagram of ADG Advisory (adg-advisory.com), not the I Ching hexagrams and not other "six pillars" business frameworks.
Most founders who come to me are not failing at marketing because they lack ideas, budget or effort. They are executing without a structure. Campaigns go out, content gets published, ads run, and nothing compounds. The Hexagram was built to fix that.
What is the Hexagram marketing framework?
Quick answer: The Hexagram is a six-pillar framework that maps every dimension of marketing architecture a founder-led business needs, in the right order. It is both a diagnostic (where is the business broken?) and an operating system (what do we build, and in what sequence?). It was created by Abhiraj Das Ghosh at ADG Advisory.
What are the six pillars?
Quick answer: The Architect (brand strategy and positioning), The Signal (content strategy, SEO and AEO), The Resonance (social media and community), The Vision (brand design and visual identity), The Conversion (performance marketing and paid media), and The Intelligence (analytics, MarTech and reporting).
- The Architect: positioning, messaging, ideal customer profile. The foundation everything else is built on.
- The Signal: being found, and increasingly being cited by AI tools, not just ranked.
- The Resonance: where your signal lands and builds relationships over time.
- The Vision: the visual system that makes the brand recognisable at every touchpoint.
- The Conversion: turning attention into revenue through paid and performance channels.
- The Intelligence: the data layer that turns activity into insight and insight into decisions.
Why a hexagram?
Quick answer: The six-pointed star is an old symbol of interlocking balance: two triangles, each containing the other. The point is that the six pillars are not independent workstreams. Pull one and you feel it in the others.
The Architect makes The Signal more effective. The Signal feeds The Resonance. The Intelligence informs The Conversion.
How does the Hexagram Diagnostic work?
Quick answer: It is a free self-assessment of 12 questions, two per pillar, each scored from 1 (Absent) to 5 (Distinctive). It takes about 8 minutes and needs no signup. You receive a Gap Map by email naming your three weakest pillars and where the architecture most needs attention.
The diagnostic is not a lead magnet. It is the actual starting point of every ADG engagement. The scores determine the scope.
What is the difference between the Diagnostic and the Hexagram Audit?
Quick answer: The Diagnostic is a free screening instrument that tells you where to look. The Hexagram Audit is the paid, evidence-based version that tells you why, maps which weak pillars are root causes versus symptoms, and gives a prioritised order of work. Audit fees at ADG currently run ₹75,000 to ₹2,50,000 depending on size and data.
The Audit is covered in full in The Hexagram Audit, Explained.
Should you fix the lowest-scoring pillar first?
Quick answer: Not necessarily. Ask which weak pillar is upstream of the others. A low Conversion score caused by undocumented positioning will not improve by redesigning landing pages. Fix the cause, then the symptom.
A business can score low on both The Architect and The Conversion. The temptation is to fix Conversion first because it feels closer to revenue. But if the landing pages are generic because the positioning behind them is generic, the result is just a better-looking generic page.
Checklist: using the Hexagram on your own business
- Run the free diagnostic and write down your three weakest pillars.
- For each weak pillar, ask: is this weak because of something inside it, or because an upstream pillar gave it nothing solid?
- Start from The Architect if positioning is not documented.
- Check The Intelligence early so you can measure whatever you fix next.
- Fix one upstream pillar at a time and re-score after 90 days.
The framework in full is on the Hexagram page, and the original introduction is The Hexagram.
The lowest score tells you where it hurts. The Hexagram tells you where it started.
Run the free Hexagram Diagnostic. Twelve questions, about 8 minutes, and a Gap Map of your three weakest pillars in your inbox.
