Short takes on marketing, positioning, and growth.
3 August 2026
Ad platforms need a sample size before their targeting AI can do anything useful. Gerard puts the number at roughly 30 people a week completing the action you have named as valuable. In an ideal world
2 August 2026
Being a startup is not a reason to skip brand marketing. Gerard is not talking about positioning or messaging here. He means buying media impressions to build frequency and a sense of importance aroun
Most B2B marketers assume LinkedIn is the default channel because it is the business social network. Gerard argues that assumption breaks down for most businesses. The people on LinkedIn are usually t
The video that performs on LinkedIn will probably die on YouTube. Gerard explains the reason: social platforms have shifted from social networks to discovery networks. A social network shows your cont
30 July 2026
Thinking about breaking your growing product into multiple brands? Gerard's advice: probably don't, and the reason is Zipf's law. Zipf studied word frequency in English and found a power curve: the mo
28 July 2026
A successful first week for a new go-to-market push is less glamorous than founders hope. The one in a million does $10,000 in day one sales; for everyone else, success in week one is good engagement,
27 July 2026
Gerard has started describing himself to prospective clients as a marketing sherpa, and this video explains why the analogy earns its keep. Taking a product to market is a mountain climb. Established
26 July 2026
Marketing strategy and marketing plan get used interchangeably. Gerard draws the line simply. A plan is a list of activities: the things you will do to get from here to there. Plans feel safe and stru
25 July 2026
Make 100 videos and you will get better at making videos. True, but Gerard thinks that advice works for a second reason: the algorithm. Social networks built on who you follow are giving way to engage
24 July 2026
Choosing a channel to market as a solo founder? Gerard's advice: pick the one you enjoy, because a channel that feels like a chore produces content that reads like one, and you will stop showing up. H
23 July 2026
If growth is disappointing and your answer is to keep improving the product, Gerard suggests studying the Pepsi challenge. Pepsi proved that people preferred its taste in blind tests, then told the ma
22 July 2026
Your current customers love what you do. New prospects keep walking past. Gerard's diagnosis: that gap is a positioning problem. The way you present your solution is failing to resonate, or it is too
21 July 2026
Nobody signing up for your new product? Gerard's diagnosis is simple: most founders launch before they have discovered their market. The fix is to test the market with messaging before the product goe
There is a time and a place for an ideal customer profile, and Gerard suspects many marketers use it in the wrong one. An ICP is brilliant for copy: imagine one person, name them, write to them, the w
While you watch direct traffic, SEO rankings and paid search numbers slide, your smarter competitors are building a moat of content on TikTok, LinkedIn, Instagram and YouTube. Gerard's argument: we no
10 July 2026
Startup go-to-market strategies keep arriving shaped like corporate plans: allocated budget per channel, timelines, KPIs, PowerPoint slides. Gerard argues that is a fundamental misunderstanding. Early
9 July 2026
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
8 July 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
7 July 2026
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
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
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
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
3 July 2026
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
30 June 2026
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
29 June 2026
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
