Practical thinking on go-to-market strategy, PR, growth, and partnerships — from 20 years of doing it, not writing about it.
MIT found that 95% of generative AI pilots fail to scale. The root cause isn't technology. It's scoping, workflow design, and where human judgement sits in the process.
Read →The five signals that tell you it's time.
Read →When sales blames marketing for bad leads, the real problem is usually upstream. Here's how to diagnose and fix it.
Read →From April Dunford to Play Bigger — what each framework does well, where it falls short, and which one to start with.
Read →Named companies, specific GTM moves, what's replicable. From Monzo to Darktrace — the patterns behind the growth.
Read →Sector-specific GTM moves — who did what, how they grew, and what's replicable for companies at your stage.
Read →Most partnership programmes produce press releases, not revenue. The ones that work share three characteristics.
Read →Real examples including our own Dell & Atos work — with the pattern that made each one produce pipeline, not press releases.
Read →Books, newsletters, podcasts, and communities — curated and annotated from 20 years of doing this work.
Read →Most funded startups announce the round and move on. The companies that win do something different in the 90 days after closing.
Read →What works now, posting cadence, formats, engagement patterns. No growth hacks — just what actually builds an audience.
Read →Interview techniques, customer story extraction, founder narrative mining, and the "so what" test.
Read →Named journalists, their beats, what they care about, and how to reach them — from someone who's pitched all of them.
Read →Platform-specific tactics with examples of B2B companies doing it well. Not every platform is right for every company.
Read →The content multiplication framework — one story, five formats. How to get maximum mileage from every narrative.
Read →Not templates — frameworks for thinking about newsworthiness, angle, and timing. The difference between coverage and silence.
Read →Actual prompts with context-setting, structure, and tone guidance. Honest about what AI can and can't do here.
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