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.