Insight and Strategic Thinking

What should marketing actually own, influence, and be judged on? This piece examines the difference between real accountability and unrealistic expectation.

Why most “marketing problems” are really “how we win” problems (and why marketing takes the blame when strategy is unclear)

Marketing is in a moment of truth: weaker signals, scarcer attention, rising scrutiny, and AI-driven noise, all forcing the profession to rethink what “working” really means.

AI makes content easy, but abundance weakens volume as a growth lever. This piece explains output inflation and how to escape it with fewer bets and stronger standards.

An article on “attribution theatre”, how false certainty distorts decisions and incentives as measurement signal weakens, and what to replace it with.

An executive summary of the research report “A PEST Analysis for an Age of Compounding Change,” outlining how political, economic, social, and technological forces are interacting in a more volatile, continuously shifting environment.

Why information overload, conflicting signals, and fragile narratives are quietly undermining clarity, and what sense-making restores.

As AI makes deliverables instant, it’s forcing a reckoning with how we define work. This piece explores what’s left when outputs lose their power, and why judgement, responsibility, and the ability to move systems matter more than ever.

A thoughtful exploration of organisational inertia, the quiet erosion of purpose at work, and why AI is revealing how far many institutions have moved from what they were created to do.