A blog designed to challenge the dogma.

Inspire new perspectives. Create a new narrative. Help to evaluate new approaches.

Marketing is full of marvellous and exciting opportunities, where technology and creative pizzazz meet.

We have new tools available in our arsenal. Yet, through this immersion of digital technology, we have entered an era where nothing else matters.

Anything not in the Facebook or Google ecosystems are seen as outdated and irrelevant.

The notion that any dip in lead generation or demand for a product or service is due to incompetence in optimisation. And not associated with an outdated portfolio or a market that requires stimulant.

It’s this rhetoric that frustrates me.

It’s never one entity. It is a combination of factors that require a coordinated and integrated approach.

Only when we have oversight of all pieces of the puzzle, are we able to see and understand the picture. It’s never ‘just one thing’. Markets are different. People are different. Approaches are adaptable.

Tackle the cause, don’t keep treating the symptoms.

Rather than lose faith in the system, I challenge it. Debate it. That’s how we both learn.

There’s space for everyone. Specialist and generalists. There’s opportunity for all.

Some causes are more noble than others. Profit is not the only driver, but that’s only applicable to those who work for a companies who have this objective.

Purpose is idealistic. Actions speak louder. And the risk of sounding like a self-proclaimed world-changer, are ever growing. It’s easy to jump on the latest churn from the algorithm – hashtag bandwagoning. For brands and people.

This is the manifestation of that passion and frustration.

It’s time to get back to the core principles. It’s time to challenge the trials and tribulations of the daily grind. It’s time for a new perspective.

Confronting the zeitgeist one rant at a time. Welcome to my blog.

Have a thought? Get in touch.

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