Obvious Adams, and things we somehow stopped seeing
I recently read Obvious Adams after hearing it recommended, I think by Rory Sutherland on a YouTube clip. It’s a short story, yet it does a great job of making its point better than many business books ten times its length. Partly, I think that’s because it transports you to a different era. A time…
When did we start talking about software more than customers?
Ask a marketer what theyre working on or what they’re most proud of and you’ll learn a lot about how they think. Recently I was talking to a group of marketing peers about what they’d been working on. I expected stories about campaigns that shifted perceptions, customer insight that unlocked growth or initiatives that had…
Lessons from building an award-winning website
Last week I received some fantastic news. Our website, designed and developed by Omega3 Design, won an industry award. Awards are always nice. They provide recognition for the hard work that goes into a project and are a welcome endorsement from people whose job it is to judge quality. But if I’m honest, what made…
WEBSITE DESIGN Vs SEO
Working on a website rebuild recently reminded me of the difficult balancing act of creating something that looks exceptional, ranks competitively, and persuades effectively, all at the same time. Get the balance wrong and the whole thing underperforms. One side of the discipline is trying to persuade humans. The other is trying to appease algorithms.…
THE IMPORTANCE OF COMMERCIAL CURIOSITY
Many marketers obsess over how leads are generated, yet show surprisingly little interest in how money is actually made. Marketing is not a support function. It is a commercial one, and without commercial curiosity, even the busiest marketing teams risk creating noise rather than profit.
IT’S TIME TO RETHINK THE FUNNEL FANTASY
Funnels have served us well in marketing. They’ve given us structure, helped us map out journeys, and made it easier to explain plans to stakeholders. But as customer behaviour evolves, it’s worth asking: are funnels still the best way to understand how people buy? In many cases, the answer might be “not always.” Buyers today…
THE PROBLEM WITH THE MCDONALD’S AD IS NOTHING TO DO WITH AI
The headlines and LinkedIn posts have been swift and confident. The good people of the Netherlands didn’t like McDonald’s latest film because it was AI-generated. Case closed. Except that explanation is far too neat, and far too comfortable for the industry. Blaming AI lets everyone off the hook. It turns a creative failure into a…
STOP CHASING AWARENESS. START BUILDING SALIENCE.
Congratulations. Your brand has 80% awareness.So what? Will they actually think of you when it matters? When they’re in the aisle, staring at Google, or telling their colleagues in the office what to order? Awareness vs. Salience: Know the difference Marketers love awareness, but it can be a bit of a vanity metric and, at…
In this market, CMOs have to talk like CFOs
CMOs are under more pressure than ever to prove that marketing is not just an arts-and-crafts department but a core driver of revenue. If you can’t fluently explain how your campaigns move the needle on margin, deal size, or velocity, then you’re out of the loop. Brand building AND balance sheets The marketing metrics of…
Better, or Just Busier?
We’re drowning in content. In a world obsessed with reach, reels, and relentless “engagement,” it feels like marketing has confused motion with progress. More blogs, more videos, more emails, more noise. But is any of it better? Or are we just busier? Attention deficit The common belief is that attention spans are shorter than ever.…
Something went wrong. Please refresh the page and/or try again.
Daniel Fox 