Lens
How we look at a specific question, a metric, a method, a category of work, and what that lens reveals. Lens pieces are less argumentative than Worldview pieces and more practical. They’re the kind of thing you’d read if you have a specific question ("how should I think about CAC?" or "what does 'AI in marketing' actually mean for a mid-market company?") and want a clear, opinionated answer. If you’re here because you have a specific question, start in this lane.
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When the Marketing That Built the Business Stops Working
Originally published September 2020. Updated October 2026. If the marketing that built your business has stopped working, the fix is almost never…
Is Your Marketing an Expense or an Investment? Here’s How to Tell
Originally published August 2019. Updated October 2026. Marketing is an investment only if you can see the return. If you can't, it's…
Brand Guide Dos and Don’ts: How to Build One People Actually Use
Originally published July 2019. Updated October 2026. A brand guide is useful when people outside marketing use it to make decisions. If…
How to Handle Customer Complaints, and What They’re Telling You About Revenue
Originally published September 2015. Updated October 2026. A customer complaint is a problem to solve and a piece of data. Most companies…
Most Owners I Meet Have Been Burned by an Agency
Originally published October 2011. Rewritten October 2026. In 2011 I wrote a post on this blog with a title that didn't undersell…