Things we’re thinking about.
Marketing, growth and the businesses trying to make both work.
Some of what we publish comes directly from questions we’re working through with clients. Other pieces start with something one of us can’t stop thinking about.
We write about positioning, propositions, client behaviour, growth, AI, marketing organisations and what happens when conventional marketing wisdom stops being useful.
Articles & Insights
Practical, trending and thought-provoking analysis on positioning, growth and AI.
The Outcome Needs to Determine What and How to Pursue
"Easy to try" is a low bar for deciding where a business should place resource. With AI, the outcome should determine what we pursue, not what AI makes possible.
Read articleBetter Is Not a Reason to Change
Customers aren't comparing you with the competition – they're comparing you with what they already have. And what they already have might be adequate enough.
Read articleIf AI Does the Junior Work, How Do Juniors Become Senior?
Schools and universities have an AI problem that companies should pay attention to – and so should they, when it comes to how junior employees learn on the job.
Read articleDrowning in Abundance
When everything is available, what becomes valuable? The future looked different when I was a child. Beaming from place to place seemed easy, understanding and speaking any language, not a problem – well, we have basically already solved that one.
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Whitepapers & In-depth Reports
Comprehensive whitepapers grounded in research across B2B marketing, customer insight and product strategy.
Who Should Own Customer Insight in B2B?
Cuts through the debate with evidence from BCG, Bain, McKinsey, Gartner, Forrester, and Deloitte. Why sales-sourced insight systematically misleads and what structures work.
Download PDFContent That Counts
B2B content is everywhere — most of it sounds the same and fades fast. Shows how focus, braver ideas, and writing with purpose build long-term reputation.
Download PDFLeveraging Account-Based Marketing to Transform Client Success
Strategies, case studies, and actionable frameworks for financial and B2B firms to drive client growth and retention through tailored ABM programs.
Download PDFBreaking Through the Noise: Winning Product Marketing Strategies
Actionable insights for investment funds to differentiate, articulate value to institutional investors, and build winning product marketing approaches.
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