How to spot the modern marketing guru in the wild, preferably before you buy their £997 masterclass. The modern marketing landscape is home to a remarkable variety of creatures. There are strategists, consultants, specialists, practitioners and people who have genuinely spent decades understanding how businesses grow. And then there are the marketing gurus. You can…
Doing less requires far more thinking than doing everything. Marketing has a peculiar relationship with simplicity. Everyone claims to want it. Business owners want simpler strategies. Marketing directors want clearer priorities. Customers want straightforward messages. And marketing teams would love to finish a Friday without discovering they’ve somehow taken on responsibility for another social media…
Why podcasting’s greatest strength is human connection, and why AI-generated guest pitches are spectacularly missing the point. It’s wonderfully ironic to use artificial intelligence to pitch yourself as a guest on a podcast dedicated to understanding human behaviour, authentic communication, and the importance of genuine relationships. It’s a bit like sending a robot to a…
Because if human beings were entirely rational, nobody would own a kitchen gadget they’ve used once. Marketing has traditionally been rather fond of the idea of the rational customer. This imaginary customer figures out what they need, looks at all the options, compares features and prices, thinks about the value, and then calmly picks the…
Every new tool, channel, and dashboard needs someone to look after it. Marketing has developed an accumulation problem. We started with advertising, PR, direct mail and events. Then came websites. Search. Social media. Email marketing. CRM. Automation. Analytics. Content marketing. Video. Podcasts. Personalisation. Attribution. AI. Each new arrival promised to make marketing easier. Individually, many…
Book Review : Writing for Busy Readers: communicate more effectively in the real world by Todd Rogers and Jessica Lasky-Fink. We are all busy. Or at least we like telling people we are. Our inboxes are full, our phones are buzzing, our calendars resemble unsuccessful games of Tetris, and somewhere in the middle of all…