Artiklar
Tankar om strategi, varumärke och genomförande.
Längre texter publicerade på LinkedIn — om positionering, marknadsstrategi och vad som krävs för att en strategi ska överleva mötet med verkligheten.
Tidigare texter
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Case Studies Without a Case
I asked a marketing director to walk me through her best case study, the one the sales team leads with. She pulled it up: a client logo, a quote from someone with "Director of Operations" under their name, and one line in bold — "40% increase in efficiency.
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The code that killed its own profession
Today
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Creativity as a competitive advantage … when everyone has the same tools
Almost everyone has access to the same AI models now. The same kinds of prompts, the same kinds of output, the same ability to produce at a scale that two years ago required an entire team.
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The AI model exposed marketing. It never replaced it.
For years now, we