-
Continue reading →: Why Brand Discipline Matters More Than Ever When Discretionary Income Narrows
Almost half of companies are raising prices in response to tariffs. Customer retention has overtaken acquisition as the top marketing priority. Marketer optimism has fallen to its lowest point since the pandemic. The latest CMO Survey reveals a structural rebasing of consumer expectations, and the brands that built on real…
-
Continue reading →: How Brands Normalize Wants Until They Feel Like Needs
A decade ago you did not need 10,000 steps, plant protein, or a 4am routine. Now many of us feel strangely behind without them. That shift did not happen because human biology changed. It happened because the cultural conversation around us did. A note on the mechanism behind modern demand…
-
Continue reading →: Why Sales and Marketing Alignment Is the Wrong Problem to Solve
I have sat through more alignment workshops than I want to admit. After enough cycles of this, I stopped believing the problem was alignment. I started believing the problem was the separation itself. A note on revenue structure, the quiet cost of silos, and why the best-performing B2B companies have…
-
Continue reading →: Why B2B Clients Leave Without Warning
I cancelled a newspaper I had read for decades. Not because the journalism got worse. Because the papers kept piling up in the corner of my living room and dealing with the heap became a chore I started dreading. That small, unremarkable moment has made me think differently about how…
-
Continue reading →: AI solved the easy part!
Apple and Nike did not win by saying more. They won by knowing what not to say. AI has made production effortless. The feed is full. What remains scarce is judgement. Taste. Timing. Restraint. With infinite content, the real advantage is knowing what deserves to exist.
-
Continue reading →: Hypotheses Over Campaigns
There is a version of marketing that most thought leadership never talks about. It is the version where the budget is small, the team is lean, and every dollar spent on something that does not work is a dollar you did not have to spare. I work in that version.…