Are You Surrounded by Stupid People?
In 1976, an Italian economic historian named Carlo M. Cipolla wrote a short book that should be handed to every marketer on…
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Insights, tutorials and product news from the team teaching marketing to feel personal.
The Buyer’s Mind — The Architecture of Trust
The feature comparison slide is a thing of beauty. Green ticks in every column, your product outperforming on every axis. Someone spent…
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Brain the size of a planet. Prompt the size of a Post-it note.
There’s a robot in Douglas Adams’ The Hitchhiker’s Guide to the Galaxy called Marvin. He has a brain the size of a…
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Your buyer’s brain hasn’t had an update in 50,000 years. Your marketing should know that.
In 1923, a copywriter named Claude Hopkins published a slim book called Scientific Advertising. It runs to barely a hundred pages. David…
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The Buyer’s Mind — Why They Say Yes Before They Know Why
You’ve been in this meeting. A buying committee sits around a table. There’s a shortlist, a scorecard, and a spreadsheet someone spent…
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Your AI can write. That’s not the same as knowing what to write.
Your team already has access to large language models. ChatGPT Enterprise, Copilot, Claude: pick your flavour. They draft emails, summarise documents, and…
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Your customers were born with three billion heartbeats. Are you wasting them?
You were born with approximately three billion heartbeats. So was everyone you’re trying to reach. Three billion contractions of cardiac muscle, and…
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I spend everyday walking in people’s shoes
Somewhere in a city square, there’s a giant shoebox. Not a model. Not a sculpture. An actual life-size shoebox, made of cardboard,…
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Everyone at B2B Ignite agreed about AI. That’s what worried me.
Last week I sat in a packed room at B2B Ignite in London and listened to some of the sharpest people in…
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When Trust Is the Goal, What Does Your Marketing Plan Actually Look Like?
Most senior B2B marketers will tell you, without much prompting, that trust is what really drives buying decisions. Ask them how their…
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