Writing · Digital strategy, MarTech, AI

INSIGHTS

What actually breaks in marketing systems, and what to do about it. Written from client work rather than from a content calendar, which is why there are not hundreds of these.

Every post is paired with the template or checklist that puts it into practice. If you want the working documents without the reading, they are in Resources.

Latest8 min read
Your emails are going to spam. It is not the copy

Replies dry up and everyone blames the subject line. In the audits I run, the copy is rarely the first problem. The sending domain is.

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ALL INSIGHTS

AI · 10 min
They bought AI and the week looks the same

The licences are paid. People paste briefs into a browser. The week looks the same as it did last quarter.

AI · 7 min
How AI assistants decide who to recommend

Search gave your customer ten links and a choice. An assistant gives them one answer and a name. Being the name is a different job.

Strategy · 7 min
Why most digital strategies die in the first 90 days

The document gets approved, everyone agrees, and then nothing moves. The problem is rarely the strategy itself.

MarTech · 6 min
Why MarTech stacks rot, and what it costs you

Nobody buys a bad stack. They buy eight good tools over four years, and end up paying for a mess nobody can explain.

Agencies · 6 min
The questions to ask before you sign an agency

The pitch team is rarely the delivery team. Almost everything that goes wrong later is visible in the room if you ask the right things.

Teams · 6 min
Do you actually need a fractional CMO?

Half the businesses that ask me about fractional leadership do not need it. Working out which half you are in takes one question.

Ownership · 5 min
Who owns your marketing accounts? Usually not you

The question only ever gets asked at the worst possible time: someone has left, or something has broken on a Friday.