Author: Jai Whiting

New managers think they have to become a different version of themselves. They don’t. Here’s what actually changes, and what should stay exactly the same.

This year AI became detectable: watermarks, EU rules, a “seems like AI slop” button. Useful. But detection answers a question that was never the one that mattered.

My first hire told me, to my face, that he had never been more bored. He was right about himself. What he taught me about hiring for fit over CV.

Marketing is the first department cut when the business hurts. Here’s what the conversation is actually like, and the mechanic that gets you through it.

I flunked the postmodernism module in my first year and had to retake it in summer school. Twenty-odd years later, the most postmodern thing I have ever seen is the tool half of marketing now runs on.

LinkedIn just gave everyone a button to flag “AI slop.” Useful. But the machine was never the problem, and a pile of likes was never the defence.

I called AI a fad, then generic slop. I was wrong twice. What changed my mind, and why the tool only works if you bring your own methodology.

Building a great product is not a marketing strategy. The product graveyard is full of better mousetraps nobody ever heard of. Why distribution, demand and the buying experience are the business, not the afterthought to it.

When marketing underperforms, the instinct is to change the agency, the tool, the framework. The constraint is almost never the framework. Why the most under-rated lever in marketing is how the team is led, and why almost nobody in the market will tell you that.