#Fieldcraft
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You Don’t Know Your Customer
Most customer research captures what people intend to do. Most purchase decisions are made by someone in a completely different state of mind. Preference is just one layer. To get closer to the real decision, the one made under pressure, in a hurry, with incomplete information, you need to peel a little further.
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Same Needs, Different Behaviour
Don’t listen to your customers. Watch them closely! Understanding what your customers do matters more than knowing what they want.
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The Plan Is Not the Strategy
A marketing plan and a marketing strategy are not the same thing. One is a calendar. The other is a choice. Most businesses only ever build one of them and spend the rest of the year wondering why all that activity isn’t moving the needle.
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Leading by Example, By Accident
This is a short confession about how “leading by example” actually looks: telling your kid to put the phone down while you’re refreshing yours, answering emails at 23:07 while insisting nobody has to, and then pretending culture comes from values instead of habits.
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On Careers: Maps, Not Ladders
Most careers make sense only after the fact. While you’re living them, they’re navigated one choice at a time.
