Marketing memos
Ideas worth arguing about.
Shorter than a consulting engagement, deeper than a marketing tip. These memos turn real operating experience and strategic reasoning into practical points of view.
Lifecycle marketing is not broadcasting
The real job of CRM is to improve the next customer decision, not maximise the number of messages sent.
Growth · ProductA homepage is a growth surface, not a content shelf
The homepage is one of the most underappreciated decision surfaces in a digital product.
Measurement · GrowthCTR is a signal, not the strategy
Click-through rate can tell you what attracted attention. It cannot tell you whether the business improved.
AI · Lifecycle · MLNext-best-action is a marketing problem before it is an ML problem
Machine learning can rank possibilities. Marketing still has to decide what is useful, acceptable and commercially meaningful.
Brand · AIWhen AI makes execution cheap, differentiation becomes more valuable
If every company can generate more content, more variants and more campaigns, the scarce resource moves upstream.
SEO · AEO · GEOThe best content does not end at the answer
Search and AI discovery increasingly reward useful answers. Commercial value comes from what the answer enables the reader to do next.
More depth
Read the long-form strategy essays.
When the problem needs a full framework, evidence and operating plan, the long-form library goes deeper.
Explore the strategy library