Hugh MacLeod is a cartoonist, author, and creative thinker best known for his book Ignore Everybody and the blog gapingvoid, where he spent years drawing small, sharp cartoons on the backs of business cards. His core argument is simple: the more original your idea, the less support you will get for it early on. That…
A marketing strategy one pager is a single-page document that distills your marketing direction into the core decisions that matter: who you’re targeting, what you’re saying, where you’re showing up, and what success looks like. Done well, it replaces 40-slide decks that nobody reads and alignment meetings that go in circles. The constraint of one…
Marketing and sales alignment means both functions are working from the same definition of a good customer, the same understanding of the pipeline, and the same commercial objectives. When that alignment exists, revenue tends to follow. When it doesn’t, you get a slow, expensive blame cycle where marketing says sales can’t close and sales says…
Content marketing in 2025 looks different from what most strategy decks predicted three years ago. AI changed the economics of production. Search behaviour shifted. Audiences got harder to reach and easier to lose. The brands winning with content right now are not the ones publishing the most, they are the ones who are clearest about…
A competitive intelligence program is a structured, repeatable system for collecting, organising, and acting on information about your competitors, your market, and the forces shaping both. Done well, it replaces gut instinct and reactive fire-fighting with a clear, ongoing view of where the competitive landscape is moving and what that means for your business decisions….
Native marketing is the practice of delivering paid or branded content in a format that matches the look, feel, and function of the platform or editorial environment it appears in. Done well, it earns attention rather than interrupting it. Done badly, it is just a banner ad wearing a disguise. The distinction matters commercially. When…
A competitive landscape map is a structured visual or analytical framework that positions your competitors relative to your own business across dimensions that matter commercially, such as price, audience, product breadth, or channel presence. Done well, it turns a sprawling field of competitors into a clear picture of where you sit, where the gaps are,…
Intelligent content is content built around a deliberate commercial purpose, where every format, topic, and distribution decision connects back to a specific audience need and a measurable business outcome. It is not a content type. It is a way of working. Most brands publish more than they think. They have editorial calendars full of activity…
Psychological pricing strategy is the practice of structuring prices to influence how buyers perceive value, not just what they pay. Done well, it shapes the mental frame around a purchase before the rational mind has a chance to object. It is not a collection of tricks. It is a set of principles rooted in how…
Trends influence content planning when they reveal a shift in audience behaviour, not when they simply generate noise. The difference between a content team that uses trends well and one that burns budget chasing them comes down to one question: does this trend reflect where our audience is going, or just where Twitter is pointing…
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