Thinking
Some ideas help you do the work. Others help you question the work you are already doing.
Two families, kept apart on purpose. Tools are mine to hand you: checklists, models and sequences you can run on a real brief. Ideas are arguments taken out of real work and rooms full of people — they exist to be disagreed with.
Tools to use15 tools
Fifteen ways good work goes wrong — and what to run instead.
Concepts, checklists and visual models built for a specific moment in the work: the brief, the plan, the launch, the report.
- 03Marketing activity is not buyer progress.The B2B funnel
- 04A date in the calendar does not mean the work is ready.Before launchChecklist
- 05A click is not a result.MeasurementChecklist
- 06The campaign is the smallest part of the work.The part nobody sees
- 07Do not replace something before finding out why it fails.The new platformChecklist
- 08A brochure cannot replace a sales process.The sales kit
- 09The work was delivered. Did it do the right thing?The completed campaign
- 10The activity happened. The campaign never did.The one-off activityChecklist
- 11The customer crossed five departments. The journey broke at every handover.The organisation chart
- 12The result was clear. The cause was not.The good-looking report
- 13The profile was detailed. The decision was still invisible.The personaChecklist
- 14The lead target came first. The customer number came later.The lead target
- 15A campaign is only as strong as its handovers.The handover chain
Ideas to challenge8 arguments
Arguments that had to hold up out loud.
Positions taken in client work, workshops and live questions. Each one is an argument, not a summary — take it apart before you use it.