Videos

Short takes on marketing, positioning, and growth.

8 July 2026

Where are all the B2B SaaS influencers?

Gerard is surprised there are not more B2B SaaS influencers, and this video is a public attempt to work out why. Consumer product influencers are everywhere, yet on LinkedIn, TikTok, Instagram and You

7 July 2026

Marketing Strategy

Ecosystem-led growth: how SaaS gets discovered in 2026

A client conversation about ecosystem-led growth landed on PostHog, a tool Gerard rates highly and signed up to as fast as he could fill out the forms, purely to get an API key and connect it to what

6 July 2026

Marketing Strategy

Privacy-conscious buyers are the cheapest impressions online

Digital ads are sold in an instant auction. Every time someone loads a feed, advertisers bid, and the impression goes to the highest bidder. Gerard's observation: when a person blocks cookies and turn

6 July 2026

Marketing Strategy

There's a reason you don't listen to marketing experts

You need to listen to marketing experts, and there is a specific reason you do not: the illusion of explanatory depth. In a 2002 study, Rozenblit and Keil found that people asked to explain everyday t

6 July 2026

Marketing Strategy

Five months, three TikToks and a sale nobody could track

Gerard just lived the perfect example of why B2B attribution is so hard. In January he saw a TikTok from a company that does server side pixel tracking. No like, no comment, no follow. He shared it in

5 July 2026

Marketing Strategy

Enterprise sales has a buying committee. Market to all of it

In high value enterprise sales, the ideal customer profile can narrow your thinking. Clients brief Gerard with one exact persona: the CEO signs off, or the CFO holds the budget, so that is who the cam

2 July 2026

Marketing Strategy

No likes on your LinkedIn posts? Look at watch time instead

Posts that get few likes and comments might still be doing their job. Gerard's theory: likes mostly come from people who already know you, because LinkedIn shows your content to your existing network

29 June 2026

Marketing Strategy

Why zero-click marketing puts brand back on top

In this video, Gerard faces a hard truth after 30 years as a performance marketer: the world is moving to zero-click marketing. He explains how buyers now research brands on YouTube, social and AI eng

28 June 2026

Marketing Strategy

Why SaaS pricing is moving from seats to usage

In this video, Gerard explains why SaaS pricing is shifting from seats to usage. He covers why seat-based pricing is fading, and why usage-based pricing tracks the value a customer actually gets, usin

28 June 2026

Marketing Strategy

AI made me more productive, not less busy

I had a question rattling around on a Saturday morning, so I figured I would ask it out loud. It is aimed at other business owners, especially the ones using AI to speed up their work and save time.

28 June 2026

Marketing Strategy

Vertical integration might save your SaaS from AI

In this video, Gerard makes the case that vertical integration may be the best defence against AI eating your SaaS business. He explains why a thin product that wraps an LLM is no longer defensible, a

27 June 2026

Marketing Strategy

Why your startup doesn't need a fractional CMO

Founders keep hearing they should hire a fractional CMO. My view: for a startup, it's the wrong call. A CMO is a C-suite role. They manage company structure, budgets, multiple agencies, and the expec

$Why your startup doesn't need a fractional CMO$

26 June 2026

Marketing Strategy

Why changing one word can transform how your launch performs

If you have just launched a new business, product or service, you might be stuck on the same frustration I see all the time. You can't work out why people don't get what you already get. You know it i

24 June 2026

Marketing Strategy

Not sure which niche to target? Test it before you build

When a new product could serve several different verticals, most teams pick one in a meeting and start building. There is a cheaper way. In this video Gerard walks through a live experiment running d

23 June 2026

Marketing Strategy

Why Xennials have an unfair advantage in the AI age

If you were born between 1977 and 1983, you watched the internet arrive mid-degree and had to adapt fast. Gerard argues that experience is now an unfair advantage in the AI age. The internet rewarded

19 June 2026

Marketing Strategy

Why You Should Stop Pricing Your Product Around ROI

Pitching your product as a multiple on ROI quietly takes credit for everything the business built before you turned up. Experienced operators notice, and it costs you the deal. Gerard explains why RO

11 June 2026

Marketing Strategy

Sales Lubrication: The Marketing Campaign to Run While You Wait for the Decision

The window between pitching and hearing back is usually dead time. Gerard calls the campaign that fills it sales lubrication. The idea is a short, hyper-targeted brand awareness push aimed not at the

28 May 2026

Marketing Strategy

From Zero to One: Why Startup Marketing is a Different Beast

Marketing at a Fortune 500 is a game of squeezing the last 1% out of a machine that already works. Marketing at a startup is going from zero to one, which is a completely different job. Gerard explai

21 May 2026

Marketing Strategy

The Startup North Star: Solving One Problem Better Than Anyone Else

Founders often confuse their brand identity with their reason for existing. The brand can change. The problem you solve cannot. In this video Gerard makes the case for treating your "north star" — th

14 May 2026

Marketing Strategy

The Startup Superpower: Using Agility to Outpace Big Brands

Small teams treat their size as a handicap. Gerard argues it is the one thing big competitors cannot copy. The video covers running marketing in weekly sprints, building tight feedback loops, and bei

7 May 2026

Marketing Strategy

How Soft Data Signals are Transforming Modern Marketing Strategy

Marketers spent years chasing likes, then loudly rejected them in favour of hard conversions. Gerard explains why the soft signals are back, and why they matter more than ever. A page view, a video w

30 April 2026

Marketing Strategy

The Founder’s Guide to Radical Positioning: Moving Beyond Incrementalism

The most important thing a founder works on is not ad spend or conversion rate. It is positioning. Gerard pushes back on the instinct to be "a bit better" or "a bit different" than the existing playe

23 April 2026

Marketing Strategy

The Pivot: Why Data Should Dictate Your Brand Positioning

A decade ago Fractal worked with a solar battery brand whose obvious target market was young, eco-conscious innovators. The data said otherwise. The actual buyers were older, conservative men in the

16 April 2026

Marketing Strategy

How to Find Market Traction: Using Pirate Metrics for Audience Testing

Most founders design their ideal customer in a meeting room. That persona rarely survives first contact with the market. Gerard walks through how Fractal uses Audience Discovery — running simple mess

9 April 2026

Marketing Strategy

Beyond the Click: Building Omnipresence in a Complex B2B Market

Getting the first click is expensive. Stopping there is the mistake most B2B startups make. Attribution is messy now: a prospect might find you on Google, see a testimonial on LinkedIn, then watch a

1 April 2026

Marketing Strategy

From Months to Minutes: Why the Modern MVP is a Content Play

The "founder disappears for six months to build an MVP" era is over. AI tooling and vibe coding mean a prototype can ship between breakfast and lunch. If the product itself is no longer the milestone

31 March 2026

Marketing Strategy

The Death of the PDF Lead Magnet

The PDF lead magnet is dying. AI has raised the bar on what counts as valuable enough to hand over an email for. Gerard argues the modern equivalent is not a document; it is a small tool. An AI agent

26 March 2026

Marketing Strategy

The Startup Paradox: Why Narrowing Your Focus Is the Key to Growing Big

Founders fear that narrowing their audience leaves money on the table. The opposite is true. Using Rogers' Diffusion of Innovation curve, Gerard explains why early-stage products should aim at innova

26 February 2026

Marketing Strategy

AEO vs GEO: Why your AI search strategy needs to go deeper than snippets

AEO and GEO get used interchangeably. They are not the same thing, and the difference matters if you are planning marketing for the next few years. AEO (Answer Engine Optimization) is a step beyond S

25 February 2026

Marketing Strategy

The 7 Step Framework for Building a Scalable Marketing System

Door-knocking and referrals are how you find your first customers. They are not a system, and they do not scale. Gerard walks through the seven steps Fractal uses to move a startup from early tractio

17 February 2026

Marketing Strategy

Choosing Your Startup Marketing Strategy: Consultant vs Agency vs DIY

Eventually every founder hits the point where they cannot do the marketing themselves. The next question is consultant, agency, or stay DIY. Gerard breaks down when each makes sense. Consultants work

10 February 2026

Marketing Strategy

The Secret to Solving Your Positioning Problem: Creating a "Versus" Scenario

If prospects do not "get" what you do, you probably do not have a product problem. You have a positioning problem. Gerard explains the "versus" scenario: position your brand as the ally and pick a cl

28 January 2026

Marketing Strategy

The Founder's Dilemma: In-House Hire vs. Marketing Agency

When it is time to bring in marketing help, the instinct is to hire one person internally. Gerard argues that for most startups, an agency is the stronger play. Marketing is not one skill. It is stra

22 January 2026

Startup Growth

Why Your SaaS Signups Are Not Converting

Plenty of signups, almost no conversions. The instinct is to blame UX, mobile, or the pricing page. Those are rarely the real issue. Gerard's take: the pain point you are solving is not painful enoug

16 January 2026

Startup Growth

Scaling from 10 to 100 Customers

Ten customers means you have a flicker of product-market fit. Getting to a hundred feels like it should be more of the same, and it is not. Gerard explains why the jump from 10 to 100 is not about a

10 January 2023

Case Studies

Fractal Family Feature: Ardacious & The Power of Video Advertising

Ardacious is a Brisbane AR startup behind Ardent Roleplay, an app that brings tabletop games like D&D to life with augmented reality projections. In early 2021 their ads were not landing. The fix was