Insights · How I think about growth
Useful marketing thinking.
For people making business decisions.
These are not news posts or content for a publishing calendar. They are practical essays on strategy, positioning, growth, product marketing and commercial problems I regularly see in businesses.
How to build a marketing strategy when the real problem is not your channels
A strategy should explain where growth is constrained, which customer decision needs to change, and where the business should place its next few bets.
B2B marketing strategy: what to do when pipeline depends on referrals
Referrals are valuable, but a B2B company becomes fragile when relationships are the only repeatable source of demand. The answer is a better system for becoming relevant before the introduction.
Landing page conversion: diagnose the decision before redesigning the page
A landing page is not a design object. It is part of a buying decision. Before changing headlines, colours or forms, work out what the visitor still needs to believe.
How to position a business when every competitor sounds the same
If your website says innovative, trusted, customer-centric and world-class, the problem is probably not copy. You need a position that creates a meaningful choice for a specific customer.
GTM strategy for a new product: start with the buying decision, not the launch calendar
A go-to-market plan can have every launch asset ready and still fail. The missing work is the buying decision: who needs to change behaviour, why now, and what must be true for adoption.
AI marketing strategy: stop asking what AI can generate and redesign the work instead
The useful AI question is not which tool to add. It is which marketing workflows should now work differently because intelligence is cheaper and more available.
How to optimise content for AI search without writing generic SEO pages
AI search changes the discovery problem from winning a click to becoming a source worth citing. The answer is not more keyword stuffing. It is clearer expertise, evidence and useful answers.
Marketing measurement: how to build a system that connects activity to business outcomes
A marketing dashboard can contain hundreds of numbers and still fail the CEO. The useful measurement system connects customer signals, marketing decisions, commercial outcomes and the evidence needed to change course.
Good marketing starts with the right diagnosis.
If something you read here sounds familiar, bring me the actual business problem. We can work out what is really stuck before deciding what to do about it.
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