Start Here

This is not a typical digital marketing blog.

If you’re new here, this page will help you navigate the ideas on this site without drowning in posts or chasing recency.

If you want to understand how I think about digital marketing

Start here:

  • Why Most Digital Marketing Advice Sounds Right—and Fails Quietly
    A foundation piece. This explains why so much popular advice collapses in real-world conditions.

  • Strategy Is Choosing What Not to Do
    How I approach decision-making before tactics ever enter the picture.

  • Every Marketing Decision Is a Trade-Off
    The lens I use to evaluate ideas, budgets, timelines, and priorities.

These three together give you a working model of my thinking.

If you work with clients (or agencies) and want honesty

Read these:

  • What Clients Think They’re Paying For vs What Actually Moves the Needle

  • Why Retainers Fail (And When They Don’t)

  • The Gap Between Proposals and Reality

These pieces exist because the industry rarely talks about the uncomfortable parts out loud.

If you’re interested in how experience changes perspective

Start with:

  • Advice I Used to Give—and No Longer Do

  • What Experience Changed My Mind About Scaling

  • The Difference Between Knowing More and Knowing Better

These aren’t confessions. They’re evidence of learning velocity.

If you care about systems, constraints, and long-term thinking

Begin here:

  • Why Constraints Improve Strategy

  • How I Prioritise When Everything Feels Important

  • Why Simplifying Beats Optimising Most of the Time

This is where marketing stops being tactics and starts being systems thinking.

What this site is (and isn’t)

This site is:

  • A place where I examine how marketing decisions are made

  • A space to challenge advice that sounds good but fails in practice

  • A way to think clearly in public, without pretending complexity doesn’t exist

This site is not:

  • A beginner’s guide to digital marketing

  • A collection of “tips & tricks”

  • A promise that everything works for everyone

If you’re looking for certainty, this may frustrate you.
If you’re interested in judgment, you’re in the right place.

Everything here is written from active client work and revision, not theory..
You don’t have to agree with everything here.

If something here sharpens your thinking—even when you disagree—then it’s doing its job.
Share your thoughts by leaving your comments.