Blending brand and growth
127%YoY growth, at best
Run separately you get efficient demand generation for a business nobody has heard of. Combined, they compound.
01 — THINK
BLENDED INTELLIGENCE,
IN PRACTICE.
Blending artificial and human intelligence for a more informed view of AI marketing through articles, papers, podcasts and talks.
GET A POINT OF VIEW
Rather than reading everything, ask what you want to know. Answered from what I have published and the pieces I appear in — and where a point is someone else's, it says whose.
THINK ENGINE
Try
Optimising the channel mix
75%media cost reduction
Most of the saving is in stopping things, not in buying a better tool.
Time spent on AI and conversational
10+years, hands on
Long enough to have shipped things that worked, and to be unsentimental about the ones that did not.
THE BOOK
SHIFT — Transform motion into progress in business
An Amazon best-seller, co-authored with Richard Lees. On why organisations produce so much activity and so little movement — and what actually separates the two.
MY THINKING & POV
Articles, interviews, podcasts and the pieces I have been quoted in, newest first. Each one opens on its own page with the argument it makes, and a link out to the original.
- Email marketing20 Email Marketing Tactics That Deliver Surprisingly Strong ResultsTwenty council members were asked which email tactic had worked better than they expected, and the answers divide almost evenly into two camps: better timing and better targeting on one side, better writing on the other.ForbesQuoted inAugust 2026
- Brand17 Ways Brands Are Building Consumer Ecosystems, Beyond The ProductSeventeen answers to one question: how are brands building something around the product rather than just selling it? The room agrees the product has stopped being the differentiator — a purchase starts the relationship rather than ending it, the store becomes a loyalty hub, the move is from ‘buy this product’ to ‘enter this world’.ForbesQuoted inAugust 2026
- Artificial intelligence18 Soft Skills That Set Communications Professionals ApartEighteen communications leaders on what they now hire for, and the list is almost entirely things a machine cannot do: strategic clarity, relationship building, human-centred AI fluency.ForbesQuoted inAugust 2026
- Artificial intelligenceCMOs, here's how to use AI in marketing — Agents of ChangeOpens with a tennis lesson.SalesforceVideoJuly 2026
- MeasurementHow smart CMOs are changing how they measure successForty minutes with Adam Wright and Matt Huntly on what a CMO is now for.Beyond the BrandPodcastJune 2025
- Customer experienceUnlocking Brand White Space with CXForty-three minutes on customer experience strategy: designing with the end state in mind rather than the next release, merging the digital and the physical, breaking the internal silos that stop a strategy being coherent, and building a KPI tree so there is some way of knowing whether any of it worked.CX with ChopraVideoOctober 2024
- LeadershipMarketing teams built to make brands felt, not just seenFour arguments, and the first is about the senses.The Business of MarketingPodcastJune 2024
- Artificial intelligenceAdapt or face extinction: Will AI destroy or enhance the common marketer?Four voices on whether AI destroys or improves the ordinary marketer, in a piece by Tom West.Marketing BeatQuoted inApril 2024
- Customer experienceEngagement To Empowerment: Winning in Today's Experience EconomyMerkle's 2024 Customer Experience Imperatives, and the first year the series ran on its own research rather than on commentary.ClickZReportJanuary 2024
- LoyaltyWhy Customer Loyalty Should Be The Top Business ImperativeWritten into a cost-of-living squeeze, and argues that a points scheme is not a loyalty strategy.ForbesArticleMay 2023
- Customer experienceBecoming An Expectation Business: The New Driver Of TransformationMakes the case against digital transformation pursued for its own sake.ForbesArticleAugust 2022
- PersonalisationMarketers, Forget Personalization. Start Offering Personal ExperiencesSeparates personalisation from being personal.AdExchangerArticleApril 2022
- Customer experienceCould Customer Experience Management Reshape The Fortune 500?Argues that customer experience management will steady corporate competition rather than accelerate it.ForbesArticleFebruary 2022
- Customer experienceConsumers' Great Expectations Will Reinvent Ad-Dominated Marketing IndustryMarketing money is moving from campaigns to the experience around them, because that is where customers now form their view of a brand.MediaPostArticleJanuary 2022
- LeadershipSurvival Of The Fittest: Becoming An Adaptive OrganizationAdaptability is not a culture slogan, it is three things that have to be in place together: data infrastructure that can answer a question quickly, measurement pointed at the customer rather than at the channel, and teams structured to act on what comes back.ForbesArticleJanuary 2022
- MeasurementMeaningful Marketing Measurement — The CMO Measurement ToolkitNot read in full yet — the card goes to the piece itself.DMAReport2022
- Customer experienceHow The Expectation Economy Could Help Brands Move On From Ad-Dominated MarketingThe earliest statement of the expectation-economy argument on this site.ForbesArticleJuly 2021
- Customer experienceCustomer experience trends in 2021: What do the experts predict?Not read in full yet — the card goes to the piece itself.EconsultancyQuoted in2021
- LeadershipSinatra, Shift and shares in AmazonNot read in full yet — the card goes to the piece itself.Performance Marketing WorldInterviewDate to confirm
- PersonalisationFrom Personalised to PersonalNot read in full yet — the card goes to the piece itself.Campaign Middle EastInterviewDate to confirm
- Customer experienceWhy customer experience is the future of performanceNot read in full yet — the card goes to the piece itself.CampaignArticleDate to confirm
- LoyaltyMeasuring for the customer: The future of brand loyaltyLoyalty is moving off the transaction and onto the experience — away from digital convenience and towards affinity and advocacy, and away from point schemes that only ever measured what the company wanted.ClickZArticleDate to confirm
- Customer experienceA Guide to Customer Experience ManagementNot read in full yet — the card goes to the piece itself.EconsultancyReportDate to confirm