Thinking
Articles and notes on go-to-market, B2B marketing, brand, applied AI and building technology businesses.
Articles
New articles will be published here. In the meantime, recent writing is below.
Also published on Substack and Medium
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Your business is showing up in AI search. But is it actually winning more customers?
Three new studies are challenging the value of AI visibility. For B2B technology leaders, they raise a much bigger question about how we measure marketing, build trust and give...
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How to find buyers willing to pay for your product when their existing supplier already offers…
How to find buyers willing to pay for your product when their existing supplier already offers something similar. Your buyer can prefer your product and still make a sensible...
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Would customers still buy if the founder stopped selling?
How to work out what customers depend on the founder for, and help the team earn that confidence. When a customer asks to speak to the founder before making a decision, the...
Read on Medium -
Who loses if your product succeeds?
Why B2B technology leaders need to understand what buying their product changes for the people involved. Imagine you are selling an AI product that can produce an analysis in...
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HSBC’s AI plans put wealth management’s promises to the test
A wealth manager can reduce the cost of serving a client and still give that client a reason to leave. That is the commercial question behind the This is Money report on HSBC’s...
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What McKinsey’s interview with LinkedIn’s CMO tells us about AI, marketing and growth
The interview raises a practical question for business leaders: where will AI make a meaningful difference to how you win and keep customers?
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Your AI visibility is improving. Is it helping anyone choose you?
What Semrush’s LinkedIn study tells business leaders about discovery, credibility and the gap between being cited and winning business. An AI visibility report can look...
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5 things Reddit’s $60 million standoff with Google tells us about our business
Last Wednesday, the Wall Street Journal reported that Reddit had internally discussed shutting off Google's access to its content for AI training. The stock fell over 9 per...
Read on Substack