I went a very long time without a website. Not out of principle, mostly out of not getting round to it — but the accidental result was years of watching what actually brings people to your door, and it was…
I spent years writing about beauty products, which is a strange training ground for strategy work, and also, I’ve come to think, the best one I could have had. The beauty industry runs on the gap between what a product…
Twenty-five years ago I worked in the House of Commons, watching people who wanted things from other people who had the power to give them. It taught me more about persuasion than any marketing course ever has — and one…
I once sat through a strategy presentation so beautifully designed I almost forgot to notice it made no sense. Gorgeous fonts. A waterfall chart. The word “synergy” used, I counted, four times. Everyone in the room nodded. Nobody in the…