Writing
Thinking
out loud.
Essays on brand, positioning, and the gap between what marketing is asked to prove and what it is actually given.
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.
Read article →Made for their problem.
The seven-hour window
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.
Read article →The vending machine problem
Part one: the problem
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.
Read article →Strategy sets the budget
Part two: the bet
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.
Read article →26 screens. Nine hours.
No code, no developer
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.
Read article →
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.
Read article →
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.
Read article →
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