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The Dark Funnel: What to Do When You Cannot Track the Research Phase
Your best deals keep arriving from somewhere your analytics cannot see. So what do you publish into that research phase instead? The usual answer is a tool, and nothing in that gap changes.
Martin J.ReportingOct 22, 2026Brand Messaging Examples: What Shipped, What Lost, and Why
You built a line you were proud of and it landed flat. What did the brand you copied argue about before its line existed? The version that lost is usually still in the file, and nobody on your team has ever opened it.
Martin H.StrategyOct 22, 2026Customer Retention Examples That Work Below Apple's Scale
You copied a retention play from a brand with more customers than you will ever have. Did it move a number that pays for it? The one figure that would answer that is the one every famous example leaves blank.
Martin H.StrategyOct 22, 2026Editorial Calendar Template: The One Field Every Free Template Leaves Out
Free editorial calendar templates give you every date except the day the work arrived. Without it, a row waiting two months looks like one that landed on Friday. Which of your open rows is older than you think?
Martin H.ContentOct 22, 2026Brand Marketing: What the Definition Pages Never Tell You About the Budget
Your brand budget comes up for review in eleven weeks and the best answer in the room is a definition. The argument is about allocation: what share brand should get, why the review clock beats it, and what the line can be held to.
Martin J.StrategyOct 21, 2026Positioning Statement Template: What the Sentence Has to Survive Before You Ship It
The sentence takes ten minutes to write and about two weeks to prove. You can fill every slot in a positioning statement template and still hear it collapse in a sales call. Which part carries the weight, and who defends it?
Martin H.StrategyOct 21, 2026Content Brief: The Field That Decides Whether the Writer Guesses
You sent a brief you were proud of, and the draft came back generic. Every field was filled in and the document still decided nothing. The difference is one line, and no template has a place for it.
Martin H.ContentOct 21, 2026First-Party Data Strategy: The Join Is the Strategy
Your CRM, your product database and your web analytics each hold the same customer under a different identifier. You have already collected the data. Which record wins when the three of them disagree?
Martin H.ReportingOct 21, 2026
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