Resources

Restructure Your Brand Strategy for AI

Video · 59 min

Your brand plan says 'increase consideration among high-value cardiologists', and every person on the team knows exactly what that is and where it sits. An AI tool does not. The meaning is there; it is just not built for machines to consume.

Calculating Strategic Drift

This white paper proposes a definition for strategic drift (the delta between strategy and execution), outlines commonly observed organisational breakages between strategy and execution, sets out best practice guidance, and illustrates the advantages of establishing an analytical capability that tracks each euro from intent to execution.

Your AI vendor is selling you a hallucination

Every SaaS company you work with has shipped an AI feature this year. Some have shipped six. They demoed beautifully. The pilots looked promising. Then you put them in front of real users with real questions, and the wheels came off.

Every AI Project Becomes Another Silo

A senior pharma operations leader recently shared that her organisation has eleven active AI projects involving eight vendors and five departments. At first, she saw this as a success, as it showed the organisation's focus on innovation and digital transformation.

Forget more data, you need a memory

Every business has one person who knows where everything is. They have been there for fifteen years. They know exactly which spreadsheet is the real forecast and which one is last year’s numbers left open in a tab. When they leave for good, something always breaks that no handover document could ever quite capture.

Building a Data Foundation Fit for the Human-AI Partnership

Somewhere in your organisation right now, someone is asking an AI tool a question about your business, and the tool is confidently giving them an answer that may well be wrong, incomplete, or six months out of date. This answer sounds plausible, so they might not notice. That, in a nutshell, is the problem that this paper sets out to solve.

Building a Key Message Model That Sticks

In 1983, physicist Lorne Whitehead published a paper in the American Journal of Physics that described something deceptively simple: a domino can topple another domino about one and a half times larger than itself. It sounds like a party trick, but the implications are profound.

Content Taxonomy

Video · 2 min

What is a marketing taxonomy, and why does it matter? A short explainer showing how structured content classification builds the data foundations needed for accurate reporting, confident decision-making, and effective personalisation.