Writing
Thinking
out loud.
Essays on brand, positioning, and the gap between what marketing is asked to prove and what it is actually given.
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Marketing Strategy · 12 min read
You're the Expert. So Why Are Your Priorities Backwards?
A ranked breakdown of what actually moves a program: AI visibility, paid media, technical SEO, and content, and what's just busywork dressed up as strategy.
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AI Search & Community · 9 min read
Your buyer asks AI. AI asks Reddit.
AI answer engines cite Reddit more than almost any source on the internet. How B2B marketers earn a place in that answer, why the honest data beats the hype, and why the window is closing faster than anyone admits.
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Paid Media & AEO · 14 min read
Most B2B marketers are operating in one layer. The game has three.
Demand creation, intent capture, and answer presence. When a paid campaign fails, the channel usually didn't; the wrong ask got put on the wrong layer. On layer mismatch, RLSA as connective tissue, and structuring content to be cited by AI.
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Strategy & AI · 8 min read
Marketing Darwinism: survival of the most willing
The marketers who make it through are not the most technical. On building the tool no vendor sells, treating the funnel as a system rather than a filing cabinet, and what AEO changes about how content is structured.
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AI & Workflow · 6 min read
AI will not take your job. The person who uses AI will.
A non-technical marketer built a 26-screen interactive app prototype in nine hours. The system behind it works just as well on a campaign brief.
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Marketing Leadership · 10 min read
Look up the chain of command: the bet
Strategy should set the budget, not the other way around. On buying data instead of spending blind, agreeing kill criteria before launch, and reporting in language a CFO can act on.
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Marketing Leadership · 8 min read
If your marketing is failing, look up the chain of command
Most executives relate to marketing like a vending machine. Put money in, get pipeline out. The environment leadership creates may be the single biggest reason the program is not working.
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Messaging Strategy · 11 min read
Stop talking about yourself: why buyers choose on emotion, not features
Buyers spend seven hours researching before they contact you, and 95% of that decision is emotional. The Made For framework for translating capabilities into the problems your segments actually have.
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Marketing Operations · 4 min read
Why B2B attribution models fail: a HubSpot reality check
A hard-won lesson from rebuilding attribution from the ground up. What looked like a working system was quietly reporting the wrong thing.
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Strategy · 9 min read
Why 95% of AI strategies fail: the marketing reality
Organizations are deploying AI agents while acting like agents of chaos themselves. MIT research says 95% of generative AI projects fail to deliver.
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MarTech · 9 min read
Why marketing teams keep buying the wrong tech stack
If it ain’t broke, don’t fix it is a dangerous mindset in a category where the tooling evolves faster than the org chart.
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