Work
Four problems I owned, written the same way each time: what I inherited, what I tried, where I was wrong, and what I would do now. Companies are described rather than named here. I am happy to name them in a conversation.
Process An Engine I Check Once a Week Most of a marketing stack is other people's tools. The value is knowing which missing piece to build yourself, and building it with the brakes on. Positioning The Story the Acquirer Bought How to claim AI leadership in the loudest year of AI hype without sounding like vaporware, and what that claim was worth at exit. AI realism Where the Humans Have to Be I run six marketing functions on a quarter-million, a dozen agents and no direct reports, and I know exactly which judgments still need a person. Org design Fewer Makers, More Connectors How I would staff the best marketing team I ever built if I hired it today, role by role, on the AI technology I now run.