\essays
Essays
Marketing and AI, written up as I go. Published here first, and on Substack after.
Dear marketers - create adjacent value
I always knew the fundamentals. But now I can also do the computing.
9 July 2026
Getting cited by AI is a brand problem, not an SEO one
Fame brings SEO
3 July 2026
18 things worth knowing about GEO
What has changed in Search Marketing. And what hasn't.
25 June 2026
Dump your website and start again
I press a button, I talk. It types, designs and deploys.
12 June 2026
The 95:5 Rule + the Day One list
Two findings that change how you'll spend your B2B marketing budget.
11 June 2026
Ad versioning in six seconds
If your team spend time or money on versioning digital ads, this is for you.
8 June 2026
Build a system
Building a system takes time. But then it saves me time.
5 June 2026
A robot called Jo
Under the hood of Jo, my AI Growth Manager.
28 May 2026
The future marketer is a Swiss Army knife
Your role is not a fixed identity.
23 May 2026
How I build an AI writer
I’ve now built this system for several different brands.
13 May 2026
Think in bets
In a world where we now get fast, easy and confident answers.
6 May 2026
Distinctive Brand Assets in an AI world
Building a system that makes quality ads consistently, easily.
28 April 2026
I built 74 answers for my website in 2 hours. Here’s why.
What is GEO and why should you care?
13 March 2026
I built a website tonight using Claude Code
No designer. No UX person. No copywriter. No developer. Here is how:
20 February 2026