Alignment isn’t what you think it is
Alignment is often treated as something you achieve in a meeting. A workshop, a set of slides, a shared understanding in the room.
But that’s not where alignment is built.
It’s built in what happens afterwards - in the decisions people make under pressure, in how teams prioritise, and in whether the organisation has created the conditions for the strategy to actually hold.
Transformation Without Story Is Just Disruption
When organisations move through transformation without a shared story, people don’t resist the change, they struggle to understand where they’re heading. This piece reflects on why coherence, context and direction matter more than perfect plans, and what happens when teams are asked to row without knowing which way the boat is going.
What Breaks First in an Acquisition Isn’t the Strategy
In every acquisition, there’s a moment that doesn’t appear on the integration plan. It’s the quiet realisation that something fundamental has changed. Drawing on lived experience of multiple M&A journeys, this piece explores the psychological contract people renegotiate in silence and why trust, identity, and security matter more than most integrations acknowledge.
When Change Feels Personal (Because It Is)
Transformation is rarely just structural. It’s emotional, personal and often unsettling. Behind every change programme are people quietly trying to work out where they fit, whether they still matter, and what’s being taken from them. This piece explores the human side of change – the part most organisations underestimate, and where most transformations quietly succeed or fail.
Why CMOs Must Build a Sustainability Marketing Arm
Sustainability has become one of the defining issues of our time. It now shapes customer choices, talent decisions, and even who wins in B2B sales. Yet too often, marketing is left out of the sustainability conversation. In this piece, I argue why CMOs need a dedicated sustainability marketing arm, and how it can turn compliance into competitive advantage.
The Messy Middle of Transformation: Hard Lessons That Make The Work Actually Work
Transformation isn’t a straight line. Behind the strategy decks lies a messy middle of power shifts, compressed timelines, and cultural fault lines. Here’s what I’ve learned as a leader about navigating both the opportunity and the instability
Most marketing teams were never designed to make change stick
Most marketing teams weren’t built for transformation, and it shows. Not because the strategy is wrong, but because the way teams are structured, measured, and led makes it almost impossible for change to hold. This piece looks at where things really break, and why the problem starts long before execution.
AI isn’t the hard part. Your organisation is
AI is already reshaping marketing, but adopting it isn’t just about picking a tool. After six months in the trenches, I’ve seen first-hand the risks, guardrails, and governance marketing leaders need to put in place. From brand guidelines to bias, training to talent, here’s why AI adoption is an organisational change, not just a tech project.
M&A and Transformation: What Businesses Often Miss
M&A can accelerate transformation, or derail it.
From small companies to global integrations, I’ve seen what works and what gets missed. This post explores the human side of M&A: the role of culture, communication, and leadership in making transformation stick after the ink dries.
Marketing Is the Engine Room of Business Transformation. It’s Time We Treated It That Way.
Marketing is in crisis, stuck between what it was and what it needs to become.
It’s misunderstood, under-leveraged, and often sidelined from strategy.
But done right, it can be the engine room of real business transformation.
It’s time to stop doing more, and start doing what matters.