Perspectives on marketing

AI transformation

Decentralizing B2B marketing: more voices, stronger foundations

AI makes content easier to create. The real opportunity is to connect expert voices with shared brand and product intelligence — without losing trust.

Digital transformation

Why I talk about digital transformation, not just digital marketing

A search or lead-generation project can expose much bigger questions about customers, content, systems and how teams work together.

Leadership

Curiosity and creativity are a competitive advantage to build

Creative thinking and continuous learning are not simply personal qualities. They are capabilities leaders can cultivate across an organisation.

B2B growth

B2B growth needs new customers — and a balance of brand and activation

Growing the customer base means serving active buyers now while building familiarity with the people who will buy later.

Responsible AI

AI transparency is a brand-trust and leadership question

Beyond labels and disclosure rules, AI-generated content raises questions about editorial ownership, authenticity and long-term brand equity.