Insights
Better decisions.
Notes on strategy, marketing and AI, from 20 years of working with brands.
- No. 26
Would this product improvement change someone's choice?
You can spend a lot of time and money making a product better and still give people no new reason to buy it.
- No. 25
You're Running Two Operating Systems
Most companies treat AI adoption like a training problem. It's a transition problem — and your team is burning out running two operating systems at once.
- No. 24
The Same Thing That Builds Your Credibility Will Break It
Credibility isn't a credential — it's a currency. A fractional CMO on why overdelivering builds trust with founders and erodes it with the team.
- No. 23
I Don't Use AI Because It Works. I Use It Because It Will.
Leaders see the 80% gap in AI tools and wait. The cost isn't time, it's the learning curve you didn't take. Here's why I use AI now, even when it's not ready.
- No. 22
Fractional CMO vs Marketing Agency — Which Is Right for Your Vancouver Business?
Fractional CMO or marketing agency? For Vancouver SMBs trying to grow, choosing wrong is expensive. Here's how to decide.
- No. 21
5 Signs Your Business Needs a Fractional CMO
Not sure if you need a fractional CMO? These five signs are how most SMB owners know it’s time to bring in senior marketing leadership.
- No. 20
Why Better Decisions Are the Real Competitive Advantage for SMBs
The SMBs that win aren’t the ones with the biggest budgets. They’re the ones making better decisions faster. Here’s what that actually means.
- No. 19
How AI Is Changing the Way SMBs Make Marketing Decisions
AI isn’t just automating marketing tasks. It’s changing how SMBs make decisions. Here’s what that looks like in practice — and how to get ahead of it.
- No. 18
Strategy vs Execution — Why Most SMBs Get Stuck
Most SMBs don’t fail because of bad execution. They fail because strategy and execution are disconnected. Here’s why — and how to fix it.
- No. 17
What Does a Fractional CMO Actually Do for an SMB?
A fractional CMO is more than a part-time marketer. Here's exactly what one does for a small or mid-sized business — and whether you need one.
- No. 16
The story behind the numbers
Numbers tell you what happened. The story behind them tells you why — and whether the assumptions holding your model together actually make sense.
- No. 15
What you think you know is more dangerous than what you don't.
The gap between confidence and competence is where strategies fail. Here's how to make better decisions by knowing what you don't know.
- No. 14
The Most Important Part of Your Model Isn't the Revenue Projection.
Every business model has load-bearing assumptions. Most leaders never identify them — until they break. Here's how to find and pressure-test yours.
- No. 13
If Strategy’s Supposed to Drive Momentum, the Mindset Comes First
Strategy without the right mindset stalls. Before the plan, before the metrics — the way you think about momentum has to change first.
- No. 12
AI Is Changing How Decisions Get Made. Fast.
AI isn’t just changing what’s possible — it’s changing the speed at which decisions get made. For SMBs, that’s either a threat or an advantage.
- No. 11
AI Isn’t the Decision-Maker — You Are
AI can analyze, model, and recommend. But the decision is still yours. Here’s why that distinction matters — and what it means for how you use AI.
- No. 10
You Don’t Launch a Product. You Make a Decision.
What you ship is what you tolerate. Every product launch is a reflection of the decisions — and the decision-making culture — behind it.
- No. 09
AI doesn’t need to be complicated to be effective
A grocery store, photos, and ChatGPT. The best AI use cases aren't complex — they're creative. Here's what practical AI implementation actually looks like.
- No. 08
Most Companies Aren’t Set Up to Win with AI
62% of companies offer no AI training. The data is clear: most businesses are dabbling, not building. Here's what the foundation actually looks like.
- No. 07
Don’t Let Legacy Kill Your Curiosity
Legacy gives your brand weight. But too much consistency kills the curiosity that keeps brands alive. Here's how to protect both.
- No. 06
Prototyping at the Speed of Sora
Sora changes what’s possible with video. Here’s what it means to prototype at that speed — and why the constraint is no longer the tool.
- No. 05
Marketing Is the Center of Growth
Marketing isn't a department — it's the engine of business growth. Here's why SMBs that treat marketing as an afterthought lose, and what to do instead.
- No. 04
Stop Measuring. Start Winning. (A love letter to your gut instinct.)
More metrics doesn’t mean better decisions. SMBs often track the wrong things and miss what matters. Here’s how to measure less and win more.
- No. 03
Your Decisions Are Your Strategy
Strategy isn’t the document. It’s the pattern of decisions you make every day. Here’s why getting that right matters more than any plan.
- No. 02
AI Is Redefining What You’re Capable Of, For Better or Worse
AI is raising the ceiling on what’s possible for SMBs — and raising expectations too. Here’s what that shift actually means for your business.
- No. 01
If It Doesn’t Hurt, It’s Not Strategy
Real strategy means choosing what to give up. If your plan pleases everyone, it's not a strategy. Here's what genuine strategic commitment looks like.
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Growth is the result of good execution. Good execution is the result of good decisions. And good decisions start with a strategy your team can act on. That's the work.