Marketing, rewired for the AI age.
Long-form essays, field reports, and the occasional rant, for marketers who'd rather think than scroll. Updated every Tuesday, with deep insights drawn from a 20-year track record of marketing success.
The funnel didn't die. It diffused.
Why discovery now happens across thirty surfaces, and what to actually measure when none of them are yours.
The archive
— Showing 9 essaysA boring case for boring AI agents.
The marketing automations that actually pay rent rarely look impressive on a demo reel.
Attribution after cookies: we lied about the model.
A field report from six brands that gave up on multi-touch and learned to like incrementality.
The brief is the work. Stop pretending otherwise.
Two weeks of careful briefing beats six weeks of careful editing. We have receipts.
Prompt engineering is just brand voice with a worse name.
If you cannot brief a writer, you cannot brief a model. The reverse, also true.
On taste, in the era of infinite drafts.
Generation is now free. Judgement is the bottleneck, and the moat.
Stop reporting on impressions. Start reporting on memory.
What the model remembers about your brand is the only attribution that matters now.
How we built a B2B newsletter people actually read.
Six years of one essay every Tuesday, the mistakes we made early, and the boring habit that compounded.
The model can't see the room you wrote the brief in.
A small but useful frame for thinking about what to keep in your team and what to give the LLM.
Everyone bought the same five tools. Now what?
The tooling is a commodity, the demos are identical, and the moat moved somewhere the procurement form can't reach.