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.
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.