Corporate leaders increasingly claim they are speaking for the market. In reality, they are often speaking for themselves.

The New Zealand retailer’s decision to pause ad spend for eight weeks isn’t the cavalier move some say, but an A/B test all marketers should follow closely.

Two small words can do big damage. ‘Performance marketing’ gives marketers and C-suites the wrong idea about return on investment and needs to be retired.

AI is leading to layoffs in areas such as SEO and ad production, but the challenge remains the same: make yourself
irreplaceable by creating value.

The oldest—and hardest—growth leadership question is: “Why do people buy?” Most people simply delegate the answer—feeding a US $140 billion research industry. The problem? Many results are skewed, unreliable, or plain wrong.

Meaningful product tweaks enable incremental sales, and while most marketers don’t influence product, they can gradually change that.

From our Harvard Business Review article: Brand activism’s tricky. You care about a cause. Your customers want action. You’re ready to dive in. But hold up.

CMOs already know: The Marketing Academy CMO Fellowship is one of the top leadership programs out there. And here’s the thing—it’s closing soon.

The Marketing Leadership Masterclass is back! Starting September 2023, the next global group of marketing leaders will get together to learn the secrets of Marketing Leadership. Will you or members of your team be joining us? On a personal note, this is now our 9th...

Five separate studies leave no doubt: CMOs and strong marketing teams are essential for company success.

マーケティングリーダーシップテスト:あなたの強みを見つける

マーケティングをリードするのはマーケティングをすると同じではありません。世界最大のマーケティングリーダーシップ調査では、�…

For marketers, a massive window for change has just opened—and the prize is big.

Marketers are facing a major problem. Post-virus, how will markets change? What are the trends? 

Making change happen is tough. New products? Too risky. Agile working? Maybe next year. Better digital tools? We’ll look into it. Why change when life is good? 

When the world suddenly stops for 90 days, could you use this time well?

Creative accumulation leads to better things. Creative destruction leads to new things. One isn’t better than the other. Both innovations matter.

Fran Crippen loved the water. The US long-distance swimmer had beaten his competition many times. 7 medals in 6 years—one gold, four silver, two bronze. Olympic games in reach. Expectations were high for the Fujairah Marathon Swimming World Cup. Fran promised to call...

A few days ago, The Marketing Society asked me to share with their senior marketers the insights from the largest ever study on marketer success. Seats were arranged in a circle, so I could see everyone’s eyes as I walked onto the stage. The room was packed. Before we...

Making it to the next level can be exciting. More responsibility, more options, more pay. But how to get promoted? Perhaps your firm has a fixed promotion schedule, and it’s either “up” or “out.” Perhaps your boss likes you and pushes you up the ladder. Or perhaps...

When the numbers don’t add up, business dreams evaporate, change movements stall, projects die. Perhaps people love your idea. Perhaps no one asks if the numbers work out. But sooner or later, someone will. Ideally, that someone is you. ...

Last weekend, my partner and I took a bicycle tour to a small village near our home, called Adendorf. Each year, it hosts an iconic garden exhibition – a sales show with plenty of champagne and canapés. After a few glasses, we passed a large exhibition of roofed...

As a marketer, people are paying you for the firm’s most important job (next to innovation): finding customers – at the lowest possible cost. Finding customers is an art and a craft. The art is your work’s beauty: the creative, the intuitive. The truth is, marketing...

I love the Airbus A380. It’s an engineering masterpiece. The world’s largest airplane. Quiet. Spacious. Loved by passengers. Yet the A380 demonstrates what happens to businesses and careers when ‘cool’ trumps ‘relevant’. The A380 promised a solution to a pressing...

Who’s the most powerful person in a firm? The CEO? No. The CFO? No. The head of sales? No. It’s the customer. When a customer complains, the CEO sits up. When a customer wants to leave, the head of sales gets on the case. In a firm, the customer’s voice trumps all...

“You can help us build a love brand. I want to hire you,” the CEO said. Nina was thrilled. Her last years in consumer goods had been tough. Tight margins. Aggressive competitors. A firm, in which everyone was a marketer. This telecoms CEO promised something very...

Who wants to be a middle manager? Not many people. It’s nice to be the trainee – young and cool; it’s nice to be the CEO – with all the power. But the rest? Stuck in the sandwich’s middle. No longer cool. Not really powerful. If middle managers were brands, they’d be...

Everyone in the boardroom turned to me in anger. I spent much of my former career doing two jobs: leading large brands and running major marketing transformation programmes. I loved both. And in both, when it came to success, my head was on the table. In marketing, I...

We love the familiar, the recognisable, the known. And when it comes to picking a team member, many people are looking for a clone. Men recruit men. Creatives recruit creatives. Number crunchers recruit number crunchers. It’s easier to relate. It’s kind of natural....