writing

Ideas worth reading.

• 2 May 2026

  GEO is not SEO with a different acronym

  Generative engine optimisation is a genuinely different discipline. Here is what that actually means for how you write and structure content.

• 30 April 2026

  First thoughts

  Why most marketing teams are organised for the wrong era, and what I think a lean, high-output function actually looks like.

• 18 April 2026

  The inbound problem most B2B companies don't know they have

  Most B2B companies are not doing inbound. They are doing content. Those are not the same thing, and the gap between them is where pipeline dies.

• 7 April 2026

  What a press room in Madrid taught me about brand

  I spent a year inside one of the most recognised brands in the world before I had a single marketing job title. It changed how I think about everything that came after.