Becoming a CMO: What You Actually Lose When You Stop Doing the Work
Career advice tells you what you gain on the way to CMO. Nobody tells you what you trade away - and how to stay close enough to the work to keep your judgement calibrated.
A Weighted Sum of Everything Ever Written About You
What Bayesian linear regression, copied by hand from a textbook I've owned since January 2007, tells us about getting cited by AI.
How to build a B2B marketing team
How to build a B2B marketing engine from scratch, what a VP of marketing actually does day to day, and what makes a great CMO: choose your strategy before you build the team, the shape of the strategy determines the people you need, not the other way round.
What most B2B marketers don't understand about AI visibility
Treating AI visibility as an SEO problem is a category error. There's no page two when an AI system synthesises the answer instead of you.
Daoism and Marketing Planning
Why the annual marketing plan gathers dust by February, and what the Dao of Complexity gets right about planning for emergence instead.
Whitepaper on How to Optimise for AEO and GEO
Results from a two-month experiment testing what actually affects AI answers across ChatGPT, Gemini, Perplexity, Copilot and Google.
How My Approach to Marketing Differs from the Standard Playbook
You need to do something different to be seen
Focus on quality - lessons from Zen and the Art of Motorcycle Maintenance
Building an AI assistant to help do the work I love
Setting up Project Skynet to run locally: installing WSL and Ollama to get an AI assistant working entirely on my own laptop.
Marketing Pyramid v3 - updated marketing model
An updated marketing pyramid with a new layer for LLMO, because a strategy that ignores it now looks dated.
Why company culture is so important in marketing
Making decisions in a Bayesian world
Most marketing decisions can't be A/B tested. Bayesian logic, combining prior knowledge with whatever data you do have, fills the gap.
What makes a great company culture?
My personal views on what makes a great company culture
How to conduct customer interviews
Slaying a few marketing myths
The Marketing Flywheel
How to make decisions
How Collaboration Can Grow Revenue
Under-promise, Over-deliver for product-led growth
Human Beings are Holding Back Machine Learning
Machine learning tools have been accessible for decades. The real shortage has always been people who know how to use them properly.