Great marketing depends on strong teams. I work with leaders to design clear roles, build enablement systems, and create a culture that balances creativity with accountability.
This page collects insights, frameworks, and reflections from that work — helping marketing organisations grow sustainably and perform at their best.
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Focus on quality – lessons from Zen and the Art of Motorcycle Maintenance
Introduction What is “quality” content? If you’ve ever read Zen and the Art of Motorcycle Maintenance by Robert Pirsig, you’ll know his reflections on craftsmanship go far beyond fixing bikes. As he wrote: “[In a craftsman], the material and his thoughts are changing together in a progression of changes until his mind’s at rest at…
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Why company culture is so important in marketing
“Culture eats strategy for breakfast“ Such a well known quote, it barely needs a reference (but I will do anyway – it’s Peter Drucker). One of my side projects is an attempt at taking all of my own knowledge from the last few years of marketing and putting them into an AI model. One of…
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What makes a great company culture?
My personal views on what makes a great company culture
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How to conduct customer interviews
I’ve created a new guide on how to run a customer interview tour. Download from below:
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Remove meetings to achieve true flow
It’s been a great first few weeks at Syskit. I’ve really enjoyed it, and I’ve loved meeting the team. But more than this, I can directly see why the company is going to keep growing at an even faster pace than it has so far. Why? Is it the product? Is it the strategy? The…
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Speed
I’ve worked on projects where there has been a tenfold difference in the productivity of the teams. Specifically, given a piece of work like “Let’s build a new campaign” or “Let’s redesign the homepage”, I’ve seen the same team size do that in one week or in 10 weeks. What was that difference? Specific processes?…
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Have a plan. But double down on what’s working
There are always too many things to do running a marketing department. The essence of your job as a marketing leader is making strategic choices about where to double down and where to pause. This is what makes the job both interesting and difficult. Below I’ve provided a scorecard that I’ve used many times in…
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Strategic marketing – knowing where to place your bets
Strategy is about making choices. If you’re not stopping some activities or choosing to not do something then you’re not being strategic. Easy to say, less easy to implement, particularly when the organisation wants “More leads, more leads, more leads!”. How do you say “I want to do less”? Almost everything in the world of…
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