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Thinking

Marketing, without the noise.

Straight thinking on brand, campaigns and marketing systems. What actually moves a business, and what just looks busy.

The 10 Questions Every Business Owner Should Be Asking About Their Marketing (But Almost Nobody Does)
11 min read
The 10 Questions Every Business Owner Should Be Asking About Their Marketing (But Almost Nobody Does)
73% of small businesses aren't sure their marketing works. Ten questions that show whether your marketing is a strategy or a guess, and what to do next.
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Why Everything Online Sounds the Same Now (and What That Means for You)
8 min read
Why Everything Online Sounds the Same Now (and What That Means for You)
74% of new web pages now carry AI fingerprints, and they increasingly sound alike. Why content homogenisation happened, and why your own voice is now the advantage.
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Stop Collecting Tools. Start Building a System.
9 min read
Stop Collecting Tools. Start Building a System.
There are 15,384 martech tools and teams use 33% of what they pay for. Why the 2026 advantage isn't having AI, it's the architecture connecting your stack.
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The Death of the Click: What Happens to Your Brand When Google Answers the Question for You
8 min read
The Death of the Click: What Happens to Your Brand When Google Answers the Question for You
93% of Google AI Mode searches end without a click. What happens to your brand when AI answers the question for you, and how to be the source that gets cited.
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The Personalisation Paradox: When Knowing Your Customer Becomes Creeping Them Out
7 min read
The Personalisation Paradox: When Knowing Your Customer Becomes Creeping Them Out
53% of customers have a negative experience with personalised marketing. The line between relevance and surveillance, and how thinking brands stay on the right side of it.
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You're Using AI. You're Just Not Getting Anywhere.
6 min read
You're Using AI. You're Just Not Getting Anywhere.
91% of marketing teams have AI in their stack. Only 41% can prove it works. Why speed without strategy is the most expensive mistake in marketing right now.
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