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MarketingWeek, 10 August 2021
TL;DR: the first summary (in a series of three) of a white paper written together with James Hankins on the financial reality of e-commerce and its strategic implications.
MarketingWeek, 7 April 2021
TL;DR: while big brands can take advantage of emergent methods, arguing that they should act like startups is nonsensical.
MarketingWeek, 11 March 2021
TL;DR: marketing leaders love to celebrate those who make it against all odds, but nothing is done to improve the odds of others like them making it.
MarketingWeek, 5 February 2021
TL;DR: strategy needs to be a contextually determined balance of optionality and obligation between deliberate and emergent approaches.
MarketingWeek, 9 November 2020
TL;DR: if marketers are to continue to be the voice of the consumer, sooner or later they will have to come to terms with who that consumer is.
MarketingWeek, 19 October 2020
TL;DR: marketing should reframe its function around the creation of future cash flows at rates of return that exceed the organizational cost of capital.
MarketingWeek, 3 September 2020
TL;DR: agencies and consultancies would do better to focus on improving rate ROI by increasing the nominator than by attempting to lower the denominator.
MarketingWeek, 19 August 2020
TL;DR: market complexity ensures that the celebrity-led gin’s supposed path to success cannot be replicated.
MarketingWeek, 4 August 2020
TL;DR: though the psychological roots of narcissistic segmentation run deep, efforts are often better being additive than reductive.
MarketingWeek, 11 May 2020
TL;DR: despite columnists’ repeated claims to the contrary, there are no context-free rules in a context-specific world.
MarketingWeek, 16 April 2020
TL;DR: deliberate strategic approaches with extended horizons are rendered irrelevant the moment companies go into survival mode.
MarketingWeek, 29 January 2020
TL;DR: diversity of thought is a prerequisite not merely for management of complex problems, but also commonly the prevention of strategic predictability.
MarketingWeek, 30 October 2019
TL;DR: key contextual factors and game theory demonstrate the folly of attempting to emulate organizations that are in different life-cycle stages to that of the company.
MarketingWeek, 19 August 2019
TL;DR: companies, typically by industry instruction, too often end up pouring money into areas where even extraordinarily successful performance has minimal impact on overall business results.
MarketingWeek, 11 April 2019
TL;DR: organizations need to balance short- and long-term objectives, as they are fundamentally different in nature, and avoid Goodhart’s Law.
MarketingWeek, 22 February 2019
TL;DR: analytical issues arise when strategists start by looking at dependent variables and then attempt to reverse-engineer the independent variables.
The IPA EffectivenessWorks, 12 September 2018
The Drum, 31 August 2018
The Drum, 25 January 2018