Does Influencer Marketing Still Matter?
Think about it. Think back to the last substantial purchase you made online. If I was a betting man, I would probably say you read through a handful of reviews, maybe watched an unboxing haul video or two, scoured the net for user-generated content, and most definitely searched for specific hashtags across social. I’m pretty…
Marketing impact on sales revenue: I want it, and I want it now
One of the areas in B2B Marketing I don’t think we speak enough about is time to market and setting expectations around Marketing ROI impact. I find this topic particularly relevant for startups who’ve received a substantial funding round and are making their first meaningful investment in Marketing. But it’s equally important within larger organizations,…
How to build a simple brand architecture framework
There’s a tried and tested brand formula I use when I start any new job. I ask the people who are part of my onboarding to describe what the company does in under a minute. I do this because; a) it’s a fun exercise, and b) it helps me gauge the vernacular employees use to…
Hey ChatGPT… tell me what happens next?
If you’re like me, you’re probably fatigued by the ubiquity of ChatGPT coverage. You can’t escape it. It’s splashed across our broadsheets, you’re confronted with it in the trade press, and you can barely swing a cat by its tail without hitting a LinkedIn boast about some content experiment that’s being conducted. It’s exhausting—and yet…
What I learnt this year: 2022 edition
Before accepting anything always ask yourself: how does doing this bring me closer to my life goals? Give the makers of Everything Everywhere All at Once and White Lotus S2 every damn award out there. Write it down. Otherwise it doesn’t exist, or didn’t happen. Sometimes, you have to go through the experience to learn…
Lessons from 5 years of working at Amazon
My career at Amazon almost didn’t happen. I was first approached by an Amazon recruiter in December 2016, and at the time, thought nothing of it. I was two years into working as a freelance consultant, and at no point had any ambition to return to a big company environment. Showing true Amazon tenacity, the…
For one night, we were Ukraine
How does one define cultural identity? Is it the customs, traditions, and spiritual practices at the heart of a society? Is it the storytelling we embrace that celebrates a nation’s folklore and mythology? Do our heroes and public figures shape what it becomes? Or does the artistic legacy of literature, art and music mould the…
Calling a spade, a spade.
On a recent LinkedIn thread, my very talented ex-colleague (and friend) Andjela Kusmuk brought up the topic of interpersonal communication in the workplace. In the context of giving feedback to others, she talked about the imposition often placed on women, describing her experience of being labelled “irritable”, “difficult” or even “aggressive” when being direct, refusing…
What I learnt this year: 2021 edition
It’s never a waste of time. It’s a necessary step towards something that’s around the corner. Donating your time, money or ideally both is essential to championing underserved communities and causes. Help where you can. I’m no-one’s diversity hire, even though I’m glad the concept exists. Ocean Vuong is cerebral and erudite. Look at the…
On sharing a bond for life
A relationship between siblings is defined by longevity. It is one of the most important relationships you can have with someone; a perpetual existence that binds you together not just through genes, but through a lifetime of shared experiences. It is through these connections that we develop emotional bonds and mutual compassion, learning the importance…