The Real Reason Most Marketing Fails
(And Why Consistency Is Harder Than Skill) Most people don’t fail at marketing because they lack talent. They fail because they run out of ideas. Not permanently… just often enough…
Caveman
The Age of Prosperity
Or: How We Learned to Decorate Around Poverty and Call It Progress We are repeatedly informed that we live in the most prosperous era in human history. This is not…
Stop Throwing Content Into the Void
How Mapping the Buyer’s Journey Turns Noise Into Momentum I’ve lost count of how many times I’ve seen this play out. Someone lands on a website for the first time……
The Great American Self-Own: How to Kill Tourism in Five Easy Steps
There’s something beautifully absurd about watching a nation famous for its entrepreneurial spirit—a country that will monetise absolutely anything, including cheese in aerosol cans—actively sabotage one of its most lucrative…
The Tyranny of Everything: Why Focus Might Save Us All
I’m writing this with seventeen browser tabs open, three unread notifications on my phone, and the distinct feeling that I’ve forgotten something important. Which is to say: I’m writing this…
Smart Content Prioritisation
Choosing Topics That Deliver Real Value (Or, Why You Should Stop Writing Rubbish) ☕ The Bloody Nightmare of Content Overload Look at that content calendar… the vast, staring, empty fields…
Against Perfect Writing: Why Getting It Wrong Might Be the Only Way to Get It Right
There’s a specific kind of panic that sets in when you’re staring at a blank page and suddenly remember all the rules. You know the ones. Open with a hook.…
Why Capable Women Still Apologise for Everything (And How to Stop)
I sent an email last Tuesday that started with “Sorry to bother you, but—” I wasn’t sorry. I hadn’t bothered anyone. It was a completely reasonable question about a project…
The Grand Unveiling of Absolutely No Hacks Whatsoever
Or, How to Actually Promote Your Stuff Without Losing Your Soul (or Your Shirt) Ah, the siren song of the internet! It whispers sweet nothings into the ears of content…
The Theatre Has Gone Dark
What We Talk About When We Talk About Free Speech Or: how both sides learnt to stop worrying and love censorship when it suited them There’s a Kierkegaard quote that’s…