Blog
A short note when there is something worth reading. No more than that.
Marketing is not step three
11 September 2026
By the time marketing gets involved, the decisions it was supposed to inform have usually already been made.
2 min read
What CEOs actually mean when they say "we need marketing"
8 September 2026
'We need marketing' from a CEO is usually three different jobs wearing one word. Here is how to tell which one you are actually missing.
3 min read
A merger is one HR job, one communication job and one marketing job. Most companies only do one of them.
6 September 2026
Change hits the outside of the company and the inside at the same time. HR and marketing are the same conversation held twice — here is what to actually do on both sides.
5 min read
You want to sell in 3 to 5 years? Then the work starts now
5 September 2026
Handing over or selling a company takes three to five years of preparation. That sounds exaggerated. It isn't. I've watched it happen from the inside.
3 min read
The customer journey starts before you know the customer exists
3 September 2026
Marketing is every time a customer meets you. Including the times after the contract is signed.
3 min read
How to prepare a carve-out so launch day works for you
21 June 2026
In a carve-out the marketing job starts long before there is anything to announce. That is exactly why it gets postponed, and why launch day then goes quietly.
4 min read
Why market clarity matters more in the age of AI
4 May 2026
AI makes fast work of a vague market story. More output, less precision. What has to be defined before you switch any of it on.
5 min read
Why industrial tech companies leave marketing at step 3
21 April 2026
The product is defined, the market is assumed, the sales story is written. Then marketing is asked to make it visible. How that arrangement quietly costs you clarity.
3 min read
What industrial tech can learn from software companies
21 April 2026
The technology isn't the problem. The path from technology to market is. What software companies build before they scale, and what most industrial tech companies never get around to.
4 min read
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