Thinking

Field notes on systems, marketing and AI.

Field Notes

Issue 01

Marketing

Sales

Software

Systems

Marketing

Where B2B Marketing attribution goes wrong

Marketing

Good companies can hide bad systems

Marketing

The symptoms that appear when your systems are struggling

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

Marketing

Jul 2026

Systems

Why most B2B marketing doesn’t generate revenue

It’s an uncomfortable truth that a lot of decision-makers shy away from, but the reality is a lot of the marketing done by B2B companies probably doesn’t achieve anything.

Systems

The emerging competitive advantage that AI is about to expose

Shiny new technology not living up to expectations is nothing new. Now we are seeing companies investing in a new AI tool with a lot of fanfare – but not necessarily the right results.

Video

Video Notes

All notes

Systems

AI can't automate what it can't see: tips for B2B companies

Marketing

What if the problem isn't when AI content is bad, but when it's good?

Marketing

Where B2B Marketing attribution goes wrong 12

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 and then changing the few things that actually move it.

The index

Latest notes

Browse the archive

Marketing

Where B2B Marketing attribution goes wrong 12

Marketing

What if the problem isn't when AI content is bad, but when it's good?

Systems

AI can't automate what it can't see: tips for B2B companies

Software

Before you buy another platform

There’s a myth – no doubt encouraged by those with a vested interest, but also believed too willingly by those who need an easy answer – that AI can magically scale up a business.

Marketing

The symptoms that appear when your systems are struggling

A lot of seemingly isolated problems that arise in growing companies turn out to be symptoms of an underlying problem with the systems.

Marketing

Good companies can hide bad systems

The more successful a company is – and the faster they grow – the more fragmented their systems can become. And this success can hide the problem – for a while.

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.

From the archive

Notes worth re-reading

All notes

Software

Before you buy another platform

Marketing

The symptoms that appear when your systems are struggling

Marketing

Field notes on systems, marketing and AI.

Where B2B Marketing attribution goes wrong

Good companies can hide bad systems

The symptoms that appear when your systems are struggling

What (almost) everyone in marketing gets wrong about AI

Why most B2B marketing doesn’t generate revenue

The emerging competitive advantage that AI is about to expose

Video Notes

AI can't automate what it can't see: tips for B2B companies

What if the problem isn't when AI content is bad, but when it's good?

Where B2B Marketing attribution goes wrong 12

Latest notes

Where B2B Marketing attribution goes wrong 12

What if the problem isn't when AI content is bad, but when it's good?

AI can't automate what it can't see: tips for B2B companies

Before you buy another platform

The symptoms that appear when your systems are struggling

Good companies can hide bad systems

The problem is rarely a missing tool. It's that the system on paper and the system in practice have drifted apart.

Notes worth re-reading

Before you buy another platform

The symptoms that appear when your systems are struggling

Good companies can hide bad systems

If you can see your business in these examples,the next step is to make it clear.

If you can see your business in these examples,
the next step is to make it clear.