Whatever tech and ways of working make exceptional solutions more accessible to innovative businesses is something I fully embrace. But 'exceptional' means resisting being seduced by man and machine-made generics. 

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1. Too much ‘best practice’ is bad practice​

There are no formulas to guarantee success. Sorry.

Most consultancies re-sell off-the-shelf solutions. Because it’s the best business model for consultancies, not for your business. Are your ambitions unicorn-size? That requires the effort of original, creative business thinking. Not force-fitting your venture into ready-made molds for brand, business model and tech stack.

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2. Too much AI auto-pilot won't fly ​

Only the intricate irrationality of emotion-based human thinking allows us to develop enduring marketing magic.

Data helps us ask better-informed questions. But is not a complete answer. Adtech builds media efficiency. But not intuitive messages. AI has brought creativity within technology's reach. But cannot develop and curate a distinctive brand idea.

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AI has great value as a tool for quicker strategic and creative exploration when prompted by expert minds. So, it's a great co-pilot tool, but not an autopilot. 

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3. The power of instinct and emotion

Neuroscience has oonfirmed what the best marketers always knew. Humans are not rational, but make their decisions based on post-rationalizing what intuition and emotion is telling them. That knowledge requires us to question every kind of linear logic-based assumption, neat segmentations and purchase funnel-based marketing plan.