Insights
Notes and news
What we're seeing in marketing, what we're working on, and the answers to questions clients keep asking.
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News
From the studio[TO FILL: news items, e.g. new clients, launches, talks and events.]
Articles
You will never feel ready
Confidence isn’t the entry ticket you need before you start. It’s the reward for having started badly. Why the brand that waits for ready stays invisible, and the cold call I finally made after two weeks of putting it off.
Read →Average, at scale
AI made content free to produce, so companies produced more of it. Why volume was never the constraint, why a prompt averages away the thing that makes people recognise you, and where AI actually earns its place.
Read →The machine made your shortlist
Buyers now build their shortlist inside AI assistants before first contact. Why GEO tools won’t buy your way in, and what actually makes a machine recommend you: being genuinely known, distinctive and proven.
Read →Consistency is not a strategy
Why “we’ve always done it this way” masquerades as brand consistency, how to tell the difference, and what to keep when you finally change course.
Read →Stop posting. Start selling.
Why posting for presence produces nothing, what it means to give every post one job (reach, trust, or sale), and how a social channel becomes a sales system.
Read →Why your rebrand changed nothing
Rebrands fail when they skip diagnosis and positioning. What a rebrand can and cannot fix, and the order that makes the visual layer actually pay off.
Read →Guides
Straight answersFractional marketing lead vs agency vs in-house: which do you need?
Fractional marketing lead, agency, or in-house team: which one fits your company, what each is good and bad at, and how to decide in practice.
Read →What does a 360 marketing audit actually cover?
What a 360 marketing audit covers: website, funnel, social, campaigns, competitors, audience and team interviews, and what you should get at the end of one.
Read →Why does your marketing look worse than your business actually is?
Why established companies end up with marketing weaker than their business: the structural causes, why more effort doesn’t fix it, and what actually does.
Read →