Why fundamentals matter more than ever.
Long-form essays on B2B marketing and AI, written for marketers who have to defend their choices in the room that matters.
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Evidence, named
Every significant claim is traced to a named source, with the sample size and the date. Where research is commissioned by a vendor, the essay says so.
A position, not a summary
Each essay argues something and shows the reasoning, including where the argument is weakest. You can disagree with it precisely, which is the point.
Something you can decide with
Interesting is not the standard. Every essay should leave you able to defend a call you could not defend before.
No essay will tell you AI is coming for your job, or that a tool you have not heard of will change everything. There is enough of that already.
Read a couple before you decide
The whole archive is free and open. If two essays do not change how you would approach something, the newsletter is not for you and you should not subscribe.
Read the essaysThe essays are free and always will be. If you want the structured version, that is what the courses are for.