Generative AI is changing creative work, but the change is less dramatic than the headlines suggest and more significant than the skeptics admit. The tools are real, the productivity gains are real, and the creative risks are real too. What’s shifting isn’t whether creativity has value. It’s where the creative effort now needs to go….
Leadership is one of the most written-about topics in business and one of the least honestly described. Strip away the frameworks and the keynote abstractions, and what leaders actually do comes down to something far more unglamorous: they hold things together when the situation is unclear, they make calls with incomplete information, and they create…
Leading in times of uncertainty is not about having all the answers before you act. It is about building the conditions, the clarity, and the commercial discipline that allow good decisions to be made under pressure, with incomplete information, and without the luxury of consensus. Most leadership frameworks treat uncertainty as a temporary state to…
Marketing myopia is the tendency of businesses to define themselves by what they sell rather than what their customers need, leading them to miss the broader market shifts that eventually make their products obsolete. Theodore Levitt introduced the concept in his 1960 Harvard Business Review essay, arguing that companies in declining industries had not failed…
Customer experience in the age of AI is not a technology problem. It is a business character problem that technology is now making harder to hide. AI gives companies more ways to respond faster, personalise at scale, and automate the friction out of routine interactions. What it cannot do is manufacture genuine care for customers…
A global marketing approach is a framework for how a company enters, competes in, and grows across multiple international markets. Done well, it balances consistent brand positioning with the local adaptation that makes marketing actually work where customers live. Done poorly, it produces either a bland global template that resonates nowhere, or a fragmented collection…
Corporate brand identity is the system of decisions, visual and verbal, that tells the world what a company stands for and how it behaves. Get it right and it compounds over time, attracting better clients, better talent, and better commercial terms. Get it wrong and you spend years patching the gap between what you say…
Leader coaching is the practice of working with experienced leaders, one-on-one or in small groups, to improve decision-making, commercial judgment, and team performance. Done well, it is one of the highest-return investments a marketing organisation can make. Done poorly, it is expensive therapy with a business card. The difference between those two outcomes comes down…
Amazon’s business strategy is built on a small number of compounding principles applied relentlessly over decades: obsessive customer focus, infrastructure investment that turns cost centres into profit centres, and a willingness to operate at a loss in one area to win structurally in another. Strip away the mythology and you find a company that executes…
The product life cycle is one of the oldest frameworks in marketing, and one of the most consistently misapplied. At its core, it describes the stages a product moves through from launch to decline, and the argument is straightforward: the right marketing strategy depends entirely on where you are in that cycle. Introduction, growth, maturity,…
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