I used to wonder why everyday life can sometimes feel so uncomfortable, like it never quite fits. Then I realised that maybe we forget to check in with ourselves, to ask what we truly value and how we naturally function. Maybe that’s the real starting point.

The best agencies don’t just learn fast - they unlearn faster. In a landscape that punishes certainty and rewards adaptability, marketing success depends not on knowing more, but on letting go of what used to work.

If you're a digital marketer who’s been staring at declining click-through rates on Google Ads lately, especially when everything else looks normal, you’re not alone. There’s a strong chance Google’s new AI Overview feature (formerly known as SGE or Search Generative Experience) is playing a major role. And trust me, this isn’t just another UI update. We’re witnessing a quiet, yet massive shift in how users engage with search results and as marketers, we need to understand what’s changing, how it impacts paid performance, and what levers we still have to pull.

Sometimes, a thought just sticks with you, a simple idea that starts to reshape how you see things. For me, that idea is about the quiet power of not always having to figure it out on your own. We're often told, implicitly or explicitly, to be self-sufficient, to be the kind of person who tackles every problem solo. And there's definitely a time and place for that deep dive, that personal struggle that makes you stronger. But I've come to realise that there's another path, one that's just as valid, and often, far more effective.

The ‘get shit done’ mindset is the engine of modern agency culture and also, perhaps, its blind spot. In this post, I unpack the appeal and the danger of prioritising speed over strategy, urgency over thoughtfulness, and output over outcome.”

Why higher ed marketers need to stop relying on search and start showing up sooner

A few years ago, I was deep into my final-year MBA project, designing a strategy to launch a new business in the UK. I thought I had a solid plan: a well-researched market analysis, a detailed marketing mix, and a roadmap for growth. But something wasn’t quite right. I had ambition. I had a vision. But the more I refined my plan, the more I realised I was making the same mistake that many of us in marketing often make: I was confusing goals with strategy. I wanted success, but I hadn’t truly defined the challenge standing in the way of that success. I had listed marketing activities, but I hadn’t decided on a clear, guiding approach that would make them work together. Then, I came across Good Strategy/Bad Strategy by Richard Rumelt. And it changed everything.