August 10, 2026
Impact Starts With Knowing What Not to Do
The biggest marketing gains don’t always come from doing more. They come from knowing where to focus—and what can wait.
Insights
A different perspective.
Practical thinking on customer value, marketing technology and the work of making them connect.
Featured perspective
September 22, 2026
Loyalty Should Be Felt, Not Seen
A loyalty program can be visible everywhere while the relationship feels unchanged. Start with what the customer actually experiences.
August 10, 2026
Impact Starts With Knowing What Not to Do
The biggest marketing gains don’t always come from doing more. They come from knowing where to focus—and what can wait.
August 7, 2026
What If You Didn’t Replace Anything?
Start by discovering what your existing technology can already do.
July 22, 2026
The Business Case for Starting Small
A focused experiment can reveal more than another round of planning—provided it is built around a decision.
June 30, 2026
Good Enough Data Can Be Surprisingly Valuable
Waiting for perfect inputs can mean postponing useful opportunities. Start by asking what the next decision actually needs.
June 4, 2026
Prove It Before You Scale It
A promising prototype is a beginning. Before making it bigger, find out whether the organization can make it work reliably.
April 27, 2026
When Marketing and IT Speak Different Languages
Turning customer ambition into technology requires more than a handoff. The goal, the signal and the operating reality need to connect.