Ideas & perspectives
Between the plan
and the practice.
Writing about the organisational realities of making change work.
Selected writing
The Map Is Not the Territory
Why Marketing Transformation Stalls at the Pilot Stage
What “Architecture” Actually Means for a Marketing Stack
Ask most marketing leaders to describe their stack architecture and you’ll usually get a list of platforms and how they connect.
The Crutch and the Coach: Rethinking How Learners Use GenAI
Across undergraduate classrooms and executive education programmes alike, a large and growing share of learners are using generative AI to bypass the cognitive work that learning requires, not to accelerate it.
Hiring Managers Can No Longer Tell Who Can Think…
Business schools are not the only institution whose evaluation instruments have lost validity in the AI era. Hiring functions have the identical problem, one step downstream.
What a Failed Pilot Looks Like as a Case Study, and What That Reveals
A good business school case has no answer key. The professor carries with her what happened to the company in question, but the goal of the class is not to guess it.
Graduation Criteria: The Discipline Missing Between Pilot and Production
A pilot proves that something can work under controlled conditions. Graduation proves that the organisation can operate it when those conditions disappear. Most pilots have a demo day, but no real graduation test, and that is where production risk begins.
The Attribution Model Most Marketing Functions Avoid Building
The gap between what marketing can claim credit for and what marketing actually influenced is frequently a choice, not a capability limit.
The questions
I return to
01
AI, Technology & Transformation
From technical possibility to capabilities that work across an organisation.
02
Marketing, MarTech & Growth
Connecting customer insight, platforms and marketing operations to growth.
03
Strategy, Operations & Execution
The decisions, ownership and everyday work that turn intent into outcomes.
04
Teaching & Management Thinking
Frameworks tested through cases, questions and the experience of a classroom.