Insights, tutorials and product news from the team teaching marketing to feel personal.
In 1907, a retired schoolteacher named Wilhelm von Osten invited journalists, scientists, and a commission from the Prussian Academy of Sciences to…
Read Article You don’t have an artificial intelligence problem. You have an artificial stupidity problem.In 1965, Robert McNamara had a problem. As US Secretary of Defense, he needed to prove that America’s strategy in Vietnam was…
Read Article The McNamara Fallacy: Why B2B Marketing Is Winning Every Metric and Losing the WarThere’s a moment in every industry when the thing that made you special becomes the thing everyone has. In B2B marketing, that…
Read Article Every Agency Has AI Now. That’s the Problem.B2B marketing has an open secret: the budgets say “personalised.” The buyer experience says “mail-merge.” The biggest satisficing exercise in enterprise marketing…
Read Article In-house marketing teams are spending more on personalisation than ever. So why does every buyer still get the same email?In 1976, an Italian economic historian named Carlo M. Cipolla wrote a short book that should be handed to every marketer on…
Read Article Are You Surrounded by Stupid People?The feature comparison slide is a thing of beauty. Green ticks in every column, your product outperforming on every axis. Someone spent…
Read Article The Buyer’s Mind — The Architecture of TrustThere’s a robot in Douglas Adams’ The Hitchhiker’s Guide to the Galaxy called Marvin. He has a brain the size of a…
Read Article Brain the size of a planet. Prompt the size of a Post-it note.In 1923, a copywriter named Claude Hopkins published a slim book called Scientific Advertising. It runs to barely a hundred pages. David…
Read Article Your buyer’s brain hasn’t had an update in 50,000 years. Your marketing should know that.You’ve been in this meeting. A buying committee sits around a table. There’s a shortlist, a scorecard, and a spreadsheet someone spent…
Read Article The Buyer’s Mind — Why They Say Yes Before They Know WhyYour team already has access to large language models. ChatGPT Enterprise, Copilot, Claude: pick your flavour. They draft emails, summarise documents, and…
Read Article Your AI can write. That’s not the same as knowing what to write.11-20 of 50
