Our thinking

We publish what we'd tell you in a room.

Observations, perspectives and case studies on the parts of a business that marketing alone can't fix. Read them even if you never become a client. That's kind of the point.

Marketing, Business, Sales & Growth

PerspectiveThe lead piece

Before You Choose a Marketing Channel, Decide What You Are Trying to Build

“Should we do influencer marketing?” “Can we start posting on Instagram?” “Should we run Meta ads?”

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Perspective02What Is the Actual Job in an AI-Assisted Workplace?The question “Will AI take my job?” is becoming increasingly common. But for many roles, there is a more useful question:2 min readRead
Perspective03Creative Teams Need Systems TooCreative work is often treated as something that should remain free from systems.2 min readRead
Perspective04When Businesses Keep Going Because They Have Already Invested Too MuchBusinesses do not always continue with an idea because it is working.2 min readRead
Observation05The Next Battle Between Instagram and YouTube May Be About Social, Not VideoInstagram and YouTube are often compared as video platforms. That comparison misses an important difference.2 min readRead
Observation06Most of Your Customers Aren't Ready to Buy YetA common marketing expectation is that communication should produce an immediate response.2 min readRead
Perspective07Digital Marketing Is Still MarketingMany digital marketing courses now lead with tools.2 min readRead
Perspective08The Segmentation Blind Spot: What People Are Willing to SpendMarketing segmentation usually begins with variables that are easy to identify.2 min readRead
Observation09People Are Already Being Influenced. The Question Is by What.“Why bother convincing people?”1 min readRead
Case study10Good Ideas Are Not Single-UseA useful marketing idea does not always belong to one placement.2 min readRead
Perspective11A Campaign You Don't Like Can Still Be a Good CampaignMarketing professionals are exposed to thousands of campaigns. That makes personal taste almost impossible to separate from professional judgement.2 min readRead
Case study12Designing for Context: The Malayalam Ad on Zomato's Order-Tracking PageWhen Zomato opened its order-tracking experience as advertising space for hyperlocal brands, the interesting opportunity was not simply another digital placement.2 min readRead
Observation13A Logo Does Not Become a Brand Just Because There Is Space for ItBranding often becomes a matter of personal preference.2 min readRead
Case study14When a Marketing Idea Moves Faster Than the Campaign CalendarSome of the strongest campaign ideas do not begin months in advance.1 min readRead
Observation15Sometimes the Billboard Next to Yours Is Part of Your CampaignOutdoor advertising is usually planned as if every billboard exists independently.1 min readRead
Perspective16“AI-Free” Is Not a Creative Strategy“AI-free content.”2 min readRead
Observation17AI Is Becoming a Team Tool, Not Just an Individual ToolAI is often imagined as a one-person interaction: one employee, one prompt, one answer.1 min readRead
Observation18The Best Business Automation May Not Need New SoftwareOne of the smartest low-cost examples of sales automation can look almost too simple to count as automation.2 min readRead
Observation19A Good Product Can Become Unpopular Because of How It Is SoldInsurance is a useful example of a marketing problem that is not really a product problem.1 min readRead
Perspective20Sales Is Not the Last Department of a BusinessSales is often treated as the final stage of business.1 min readRead
Observation21Customer Experience Starts Before the Product DoesA product showroom is usually evaluated by the product on display.1 min readRead
Perspective22Why Should Businesses Be the Only Ones Being Rated?Businesses are increasingly measured through ratings.1 min readRead

All 22 pieces, in the order they were written.