Authenticity Isn't a Nice-to-Have, It's the Whole Advantage
The job only ever had three parts: be seen, be understood, be chosen. And in a feed full of manufactured everything, the one edge left is being real.
Practical thinking on what actually works, drawn from real campaigns across B2B, consumer, and content-at-scale. Not theory.
The job only ever had three parts: be seen, be understood, be chosen. And in a feed full of manufactured everything, the one edge left is being real.
On an intelligence firm that said no to iPhone analyst clips, a streetwear brand still finding its audience, and why Gary Vaynerchuk's old advice about documenting instead of creating still holds.
A decade in senior marketing roles, a recent shift in hours at IOA, and what AI has actually changed about the value of judgment over execution.
On the limits of best practice, and why the IOA repositioning that moved the bounce rate came from knowing when to break the rules, not follow them.
On the gap between how brands want to be seen and how customers actually see them, and why no AI tool can discover that gap on its own.
On the instinct that separates a technically correct wildlife shot from one that actually moves people, and why most conservation marketing is missing it.
More articles are on the way. In the meantime, if you'd rather just talk through your marketing directly, book a call.
Book a 30-minute discovery call and we'll figure it out together. No obligation, no pitch. Just an honest conversation about whether I can help.