Short takes on marketing, positioning, and growth.
25 August 2026
A physio Gerard knows is seeing more patients turn up having already researched their condition with ChatGPT. The frustration is familiar to anyone in a service profession. Gerard argues the situation
19 August 2026
Ask a good marketer which channel is best for startup marketing and they should refuse to give a straight answer. Gerard explains why: a channel is a tactic, not a strategy, and the right channel fall
18 August 2026
Marketing runs on two clocks. The signal clock is fast: clicks, engagement, leads, moving daily or weekly. The revenue clock is slow, and it is the one most business owners fixate on. Gerard explains
17 August 2026
Most new business deals are not lost to another company. They are lost to the status quo: doing nothing, staying the course, keeping things the way they have always been. Gerard explains why this comp
16 August 2026
In 1990 a Stanford student ran a simple experiment: people tapped out well known songs, like Happy Birthday, and predicted that listeners would guess about half of them. In reality, listeners failed t
14 August 2026
Professor John Dawes' 95-5 rule says only 5 percent of any B2B market is in market at a given moment. The other 95 percent are not in a position to consider an offer. Gerard explains why most B2B budg
12 August 2026
The double jeopardy law says smaller brands suffer twice over. They have fewer customers, and those customers buy less frequently. Gerard explains what that means for a small business or startup owner
11 August 2026
Gerard describes a client with a problem that looks nothing like a marketing problem. Their brand awareness was strong. People who met them praised the work. Once they got into a room with a prospect,
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
