Thinking out loud.
Strategy. Competitive intelligence. AI in marketing.
Frameworks you can steal. Arguments you can borrow.
The index.
- 01 Marketing at the board
Marketing at the board table.
Strategic marketing is board work. Operational marketing is department work. Confusing the two is the source of nearly every marketing problem directors report.
- 02 Why we lose this
Why are we losing this.
The standard excuses for lost deals hide three strategic layers: position, presence, and proof. Investigating them fixes causes.
- 03 AI in commerce
AI as the engine under commercial strategy.
AI as flashing light dresses up existing processes. AI as engine redesigns work, role structure, and team composition. The difference determines whether you build a lead or fall behind.
- 04 Marketing at the board
Marketing in the wrong meeting room.
What we call marketing is actually two things: operational work that belongs in the department, and strategic work that belongs on the board agenda.
- 05 Why we lose this
Three excuses for a lost deal.
The three standard excuses (price, timing, relationship) hide three strategic layers: position, presence, and proof. What they hide and why they block the learning.
- 06 AI in commerce
AI as the engine, not the flashing light.
How do you tell the difference between AI that dresses up your work and AI that changes it? Five signals that show whether your organisation has a flashing light or an engine.
- 07 Marketing at the board
Five marketing questions for the board.
Five questions a director should ask about marketing, and almost never does. From competitor definition to loss analysis.
- 08 Why we lose this
Win/loss analysis: how to make it work.
Most win/loss analyses deliver nothing. Three common execution mistakes, and how to restructure so lost deals actually generate usable intelligence.
- 09 AI in commerce
Why do AI projects fail?
An estimated 70-85% of AI projects stall before real business impact. Three organisational failure patterns explain most failures.
- 10 Marketing at the board
How to read a marketing report as a director.
Most marketing reports report the wrong things. Six signals that reveal what is missing in every report, and which questions to ask.
- 11 AI in commerce
The commercial team under AI.
AI is fundamentally changing commercial teams. Three patterns: roles that disappear, roles that become directorial, and roles that become heavier and more important.
- 12 Why we lose this
Mental availability.
Market share doesn't depend on your product. It depends on who thinks of you at the moment of purchase. Thirty years of research, directly measurable.
- 13 Strategy & growth
Scarcity is not a strategy.
Growth comes not from guarding scarcity, but from creating demand that wasn't there yet. On value innovation and the reflex that steers most boards the wrong way.
- 14 Strategy & growth
Strategy is exclusion.
When software levels the product, differentiation shifts from what you make to who you refuse. Porter, an electric Ferrari, and the choice the market no longer makes for you.
Want to see this applied to your own company?
A framework is easy to invent. Applying it to your company is the work. That is The Table.