What we got wrong for a decade

Every brand wants to tout the tentpole event. The real work is the 1,000 moments after it.

How we accidentally built a CRM

Salesforce solved for 2003. Consumer brands need something else entirely, and we ended up building it because nobody else was going to.

Six rooms

What the best brands in the world are actually doing when they build in person, and where even the best marketers get it wrong

Membership is eating subscription

The consumer marketing shift most brands will not see until it is too late.

The middle is collapsing

Why Gillette lost a quarter of its market share, and why every CPG category is next

Renting Relevance

Why most consumer brands are spending billions to build something they will never own

The €480,000 Instagram Story

What the creator gold rush, three dying holding companies, and a 9% gap are really telling us about the next five years of marketing.

When your best customers are indistinguishable from your worst

The super fan playbook

Turning passionate customers into lifetime members, hiding in plain sight

Why your NPS is lying to you

I have sat through more NPS readouts than I want to admit, and I think the metric is one of the most actively misleading numbers in modern brand management