Writing
Long-form on what marketing actually does for growing service businesses, what to spend money on, what to ignore, and the patterns that hold up across the work.
Who this is for
I write for one reader: the owner or leader of a growing B2B service business who knows marketing should be working harder but is not sure where the problem sits. Every essay comes straight from the retainer work, so it is about decisions, not tactics for their own sake.
You will find pieces on what a fractional marketing director actually changes, the marketing decisions most owners get wrong, how to run offshore creative teams without losing your standard, and why more agencies is rarely the answer. If you would rather skip the reading and get a plan, the discovery workshops turn any of this into a one page strategy in 90 minutes.
Recent essays
Hiring another agency does not close the gap most B2B service businesses have. The gap is a leadership gap, not a supplier gap. What closes it is putting a senior marketer in the chair where the decisions are actually made.
Different industries, different revenue bands, different problems on the surface. Under the surface, the same five marketing decisions show up wrong almost every time. None of them require a new agency, a new tool, or a new budget line.
Offshore creative teams are the single biggest unlock available to a growing B2B service business with more marketing work than budget. The talent is almost never the problem. The brief, the feedback loop, and the reporting line are.
Next
I write about the work I do every day. If you recognise yourself in any of it, the next step is a conversation.