When experience becomes a constraint

Experience helps us recognise what works. Shaping what we're willing to question, reconsider or imagine might be possible beyond what we know.

The time-consuming business of thinking

When did thinking become an inefficiency? Exploring the temptation to skip the difficult work behind ideas, strategy and decisions in pursuit of faster answers.

The competitor you didn’t consider

Most manufacturers know their competitors. But what about the alternatives, emerging technologies and customer-made solutions that never appear on the list?

Just put a logo on it…

Brands are built over time. I find it fascinating that decisions that impact the brand are made without anyone even realising they are making a brand decision.

What customers learn to live with

Some of the most useful product insights may not come from what customers tell us is wrong, but from what they have quietly learnt to work with.

An uncomfortable truth about simple messages

Every act of communication involves deciding what to include and what to leave out. The challenge is preserving what is needed for shared understanding.

Practical ways to prove marketing impact in board conversations

Marketing impact is often easier to feel than explain. This article explores why board-level marketing conversations frequently miss the mark, why B2B…

What are we really measuring?

Numbers give us evidence. But without context, intent and judgement, how much do they really tell us about marketing effectiveness?

The market is down. Now what?

When the market contracts, the numbers quickly influence expectations and behaviour. The challenge is understanding what they really mean.