Short takes on marketing, positioning, and growth.
21 July 2026
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
28 June 2026
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.
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
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
26 June 2026
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
25 June 2026
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
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
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
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 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
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
15 May 2026
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
8 May 2026
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
1 May 2026
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
