Evidence-based thinking for strategic marketers

Publishing more content is not a B2B thought leadership strategy. Most B2B content programmes produce neither thought nor leadership. They produce noise at consistent intervals, backed by a production...

Category creation is the highest-risk, highest-reward move in B2B strategy. The evidence shows that companies that define and lead their category capture a disproportionate share of market value, and ...

The fastest way to dilute a brand voice is to automate content creation without a workflow designed to protect it. AI tools can accelerate content production significantly, but that speed becomes a li...

Ask most marketers what great marketing looks like and they will describe a campaign. The ad everyone shared, the launch that owned the feed for a day, the clever line people repeated. It is fun to ma...