Essays

Own the ladder

For two hundred years the answer to "a machine took my job" was the same: climb to higher-skill work. It always worked. The loom took the weaving, we went up to running the mill. The tractor took the digging, we went up to managing the farm. Every time, the machine took the work below us, and we climbed to the rung ab ...

Bake faster, or own the bakery

Almost every conversation I have about AI lands on the same question. Will it take my job? Will it take yours? People argue about the timing, fast or slow, fiv ...

What is growth marketing (a practitioner's definition)

Growth marketing is running experiments across the full customer journey to find what actually grows the business, then doing more of that. That's the whole th ...

How I make good content at scale with AI

For a long time I thought AI just couldn't write. Then I worked out it could. And I was still getting it wrong. Even with a good prompt, it kept handing me the ...

Own the ladder

For about 200 years the advice never changed. A machine takes your job, so you climb to harder work. The loom takes the weaving, you run the factory. The sprea ...

The SEO bet: the free channel that compounds

Most people want the marketing channel that pays this week. I'm betting on the one that pays in a year. Not because I'm patient. I'm really not. I'm betting o ...