The Campaign Brief Says SMB New Logos. The Market Segmentation Was Never Done.

One message can't fit buyers who want different things. Sort buyers by problem and you can say who the campaign is for. In Practice · The essays make…

Oct 11 • Back to Marketing

3

September 2026

Segmentation Is How You Understand a Market. Targeting Is How You Choose.

Market segmentation tells you what each group of buyers wants and how large each group is. Strategy starts there.

Sep 27 • Back to Marketing

2

How to Build a Marketing Strategy Before You Choose the Tactics

In Practice · The essays make the argument. In Practice shows you how.

Sep 6 • Back to Marketing

3

August 2026

How to Build a Marketing Budget from Business Objectives

In Practice · The essays make the argument. In Practice shows you how.

Aug 31 • Back to Marketing

1

The Budget Gets Set Before the Strategy. That Is the Marketing Budget Trap.

Last year’s spend and the benchmarks tell you what was spent. Only the growth ambition tells you what marketing needs.

Aug 23 • Back to Marketing

1

Marketing Was Already Mediocre. AI Just Made Mediocre Free.

Every marketing advantage dies by becoming abundant. AI is the fastest cycle yet. It leaves judgement and taste scarce.

Aug 16 • Back to Marketing

1

Digital Made Marketing Measurable. It Also Reduced It to Tactics.

Digital gave marketers more data and less say in strategy. AI is about to offer the same trade.

Aug 1 • Back to Marketing

2

July 2026

AI Isn't Replacing Marketers. It's Changing What Marketers Are Paid to Do.

Producing the work is getting cheap. Deciding what to make, where the money goes and what is good enough is not.

Jul 20 • Back to Marketing

1

Everyone Can Now Build. Few Know How to Market.

AI has collapsed the cost of building products, courses and content. The result is abundance. What has become scarce, and valuable, is marketing…

Jul 14 • Back to Marketing

2