The lead
What (almost) everyone in marketing gets wrong about AI
You don’t have to scroll very far on LinkedIn to get a post on how AI is changing marketing – but I’m worried nearly all of them are missing the point.
Read the note
Most companies don't have a marketing problem, or a sales problem. They have a system no one can see.
It's why adding tools rarely helps, and why the same issues keep resurfacing in new forms. The work is making the system legible — then changing the few things that actually move it.
The pattern beneath
The problem is rarely a missing tool. It's that the system on paper and the system in practice have drifted apart.
The first step is to understand the system. From there, it becomes clear what could be automated, what needs to be added – and what can be taken away.