Blog
Perspectives on marketing, branding, customer engagement, leadership and AI—drawn from real-world experience, not just theory.
Stop Asking Which Channel Performs Better. They Were Never Playing the Same Game.
Comparing Google against outdoor, or Meta against print, assumes every channel is trying to do the same job. It isn't. Each one exists to answer a different question in the customer's mind — and that changes how media should actually be planned.
Marketing Keeps Scaling Instead of Growing Because Scaling Is the Only Lever It's Allowed to Pull
When targets are missed, the instinct is always "more activity" — more calls, more leads, more walk-ins. That's scaling, not growth. Here's why marketing teams default to it even when they know better.
When Everyone Has AI, the Advantage Shifts From Creating Content to Knowing What to Say
AI has made content creation nearly free. That hasn't made marketing easier — it's made the one thing AI can't generate, human insight, the entire game.
Your ICP Hasn't Changed. Their Question Has — and That's What You're Missing.
Two enquiries from the same prospective student, months apart, can look identical in a CRM and mean completely different things. Here's why marketing built around "who" keeps missing "when."
Why the Cheapest Lead Is Usually the Most Expensive Decision You'll Make
A campaign generating cheap, high-volume leads often looks like the winning strategy on a dashboard. In education marketing, and far beyond it, that's usually the moment the real cost is being hidden, not reduced.
Customer Engagement vs Citizen Engagement: Similar Skills, Different Purpose.
Customer engagement pulls everyone toward one relationship with a brand. Citizen engagement has to do the opposite — and importing the wrong model is why so many public and multi-stakeholder campaigns underperform.
Why "That's Not Possible Yet" Is the Wrong Reason to Kill a Marketing Idea
A 2017 brainstorm imagined every phone in a city ringing with one message at once. In 2026, that exact experience happened — not as marketing, but as an emergency alert. Here's what that gap teaches about evaluating ambitious ideas.
Why the Best Project Managers in Your Company Might Be Sitting in Marketing
Organisations search construction, IT, and engineering for project managers while overlooking marketers who've been running complex, cross-functional projects for years — just without the title.
The Most Difficult Part of Communication Is Choosing What Not to Say
Some Marketing & Communication Ideas Are Ahead of Their Time.
Why Great Communication Starts Long Before the Campaign
Communication Doesn't Begin With Content. It Begins With Observation.
Understanding Your Audience
The Marketing Lesson 15 Years of Communication Taught Me