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Your website sells by implication: imagery, fonts, language, the whole package. An AI agent researching your product can't see any of it. Keep the crafted page, and ship a second explicit surface with proof attached to every claim.

Marketing teams start AI with content generation, and the rollout quietly dies because nobody can see it failing. The fix is aimed at management: do content quickly, then pick a project where failure is loud.

Marketing's production ceiling was set by somebody else's capacity. AI is removing it, and the work nobody had to be good at is segmentation, reporting and retirement.

Some ideas on how to test different variants of NRR to uncover SaaS insights

Being able to ask questions without fear of judgement is powerful. So what happens to answer sites that used human generated content?

A great example of storytelling from a D2C founder

The SVB collapse stirred up discussion on the nature of trust in banking. How does this relate to b2b purchases?

My recent interview with Mediabrief on the launch of Netcore's new brand identity.

many brands struggle to unlock the full potential of their notifications, failing to develop a comprehensive strategy for the channel that includes planning, creative and technical approaches.

Apple turned opening a box into part of the product. Most companies still ship brown cardboard and cable ties.

What a buyer needs to know changes at every stage. Most search ad copy is written as though it doesn't.

I went looking for a laptop and found a mess of retailer pages for products nobody sells any more. That traffic is worth something.

The UK Government style guide argues against FAQs. Once you read the reasoning it is hard to justify keeping them.

Video games outsell the global box office several times over. The advertising budgets have started to show it.

Spiders can fly, and the science of how is stranger than expected. A reminder of how much is still undiscovered.

Coupons went from newspaper cutouts to email codes. A step-by-step look at whether a small e-commerce business should use them.

Only 70% of Fortune 500 companies have a CMO, and the number keeps falling. Where does the work go instead?

Why do mediocre ads keep getting made? Sometimes the boring pitch is the one that wins.

We keep hearing AI will transform marketing. The people who could build it are being hired to do more interesting things.

A long game of cat and mouse is starting between social networks and the governments running fake accounts on them.

Ad fraud still takes a huge share of the ad economy. The strange part is how little advertisers seem to mind.

Fake text already did plenty of damage. What happens when the fake news is a video of someone you trust?

Survey data on the attribution models B2B marketing managers actually use, and what the spread says about the discipline.

India has plenty of people strong at math and coding. The shortage in data science is problem solving.

The best time to start marketing is before you have anything to sell. Real estate developers understand this.

Amazon polices merchant pricing while Swiggy courts restaurants. Whose side is a platform really on?

A 2014 whitepaper promised the end of spreadsheets for lead management. In 2019 I still meet companies emailing them back and forth.

What3Words gives every 3m square on earth a three word address. Worth a look, and worth asking why addresses fail.

Newton did alchemy and Jobs washed his feet in the office toilets. We remember genius selectively.

Vinyl was supposed to disappear and instead grew every year for a decade. Nostalgia is a product category.

The best speaker at a conference I nearly skipped ran a mall in a small Indian town. His catchment numbers explain a lot.

Most content marketing fails for an unglamorous reason. It gets stopped before it had a chance to work.

In rural India, an internet phone is just a WhatsApp phone. There is a lesson there about explaining products.

The placebo effect is real and still poorly understood. Naming and packaging change how well a thing works.

Marketers are using more data, which is good. Most conclusions drawn from PPC tests are not statistically significant.

It is easy to list what you don't have that others do. The dice were thrown long ago, so the complaining is wasted energy.

In-housing promises control, savings and focus. The arguments for it are mostly about agencies rather than capability.

The basics of management are simple to write down. That is not the same as easy to do.

We worried that poor kids would get less technology. The divide turned out to be about something else.

Campaigns are easy to copy, which is why copying them rarely works. Look at the system behind them instead.

SEO produces a maze of metrics, rankings and results. Which of them actually tell you it is working?

A cold caller asked how likely I would be to invest. The phrasing was clever and the question was still useless.

Get excited about AI and chatbots and the redesign. The question that actually moves numbers is what you improve this week.

Early in your career someone else sets your priorities. After that, choosing what to ignore becomes the hard part.

When it goes well it was our skill. When it doesn't, it was someone else. A note on how we account for our own work.

Real fears make you scream. Fear of failure is quieter, which is exactly why it goes unnoticed.

Digital marketing makes it very easy to measure things that cannot change a single decision.

A great marketer grows brands and sells things. A great programmer ships. What does great look like in your job?

Conflict is useful when everyone wants the same outcome and disagrees on the route. It stops being useful when the outcome itself is up for grabs.

Sport is obsessed with averages, and most of them are objective. The useful ones for your team probably aren't.

Every choice feels like picking something. Usually it is really about what you are giving up.

Companies pour enormous energy into watching competitors. That attention has a better use.

A complaint about machines replacing labour, written in the early 1800s. Every automation wave sounds the same.

Our agency is changing a few small things. Most of them came from asking why we did it the old way at all.

The story of the 501, and how a piece of clothing we take for granted began as a collision of engineering and tailoring.

GE's Unimpossible Missions is what happens when a brand treats its own technology as the story.