The Jobs to Be Done framework is a way of understanding why customers buy things. Instead of segmenting by demographics or behaviour, it asks a more useful question: what problem is the customer trying to solve, and what are they hiring your product or service to do? That shift in framing changes how you position…
A brand manager is responsible for defining, protecting, and growing the commercial value of a brand. That means owning positioning, managing consistency across channels, tracking how the brand performs in market, and making sure every decision, from product packaging to campaign tone, reinforces rather than erodes what the brand stands for. It sounds straightforward. In…
Jobs to Be Done theory holds that customers don’t buy products, they hire them to do a job. The job is rarely about the product itself. It’s about the progress a person is trying to make in a specific situation, and your product either helps them make that progress or it doesn’t. That reframe sounds…
Marketing is trying to accomplish one thing: change behaviour in a way that drives commercial outcomes. Not awareness for its own sake, not engagement metrics, not creative awards. The function exists to make people think, feel, or do something differently, and to do it in a way that shows up in revenue, retention, or market…
The CMO role is one of the most commercially consequential positions in a business, and one of the most misunderstood. At its core, a Chief Marketing Officer is responsible for connecting the organisation’s commercial ambitions to the market: building demand, protecting brand equity, and ensuring that marketing investment generates measurable business returns. In practice, the…
AI will not take over marketing jobs wholesale, but it will hollow out a specific tier of them. The roles most at risk are not the most senior or the most junior. They sit in the middle: execution-heavy, repeatable, and historically defended by the argument that they require human judgment. Some of them do. Many…
A marketing agency owner is the person responsible for the commercial, operational, and creative direction of an agency business. That sounds straightforward. In practice, it means being the last line of defence on every decision that matters, from pricing and talent to client relationships and new business, while somehow finding time to think clearly about…
Marketing leadership courses help practising marketers build the commercial, strategic, and people management skills that day-to-day client work rarely develops. The best ones combine frameworks you can apply immediately with the kind of structured thinking that compounds over a career. The harder question is not whether to invest in one. It is knowing which type…
Jobs to Be Done is a framework for understanding why customers buy, not just what they buy. Instead of segmenting by demographics or category, it asks a simpler question: what problem is this person trying to solve, and what are they hiring this product to do? The examples that follow show how that question, answered…
The CMO role is one of the most commercially consequential positions in a business, and one of the most poorly defined. At its best, the chief marketing officer sits at the intersection of brand, revenue, and customer understanding, translating market insight into business strategy. At its worst, it becomes a title attached to someone who…
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