Writing

Notes on group structure, brand management, technology and investment.

7 min read
What Is a Group Structure Good For?
What does bringing several companies under one roof actually solve — and what does it not? The practical meaning of a holding structure for brands and for the companies themselves.
8 min read
Brand Management vs. Agency Work
An agency delivers a scope; brand management takes on an outcome. How the two models differ in accountability, measurement and true cost.
9 min read
A Digital Transformation Roadmap for Smaller Companies
Where to start and in what order. The foundations to lay before committing to a large software project.
7 min read
How to Build a Performance Marketing Budget
Allocating by objective rather than by channel, keeping a fixed test share, and writing the stop rule before you start.
8 min read
Choosing an E-commerce Platform
Off-the-shelf or custom? The decision follows from how much of your business is standard, not from your revenue.
6 min read
Five Things We Look At Before the Deck
The five headings we work through before opening a pitch deck, and why we look at them in that order.