17/04/2026
When a founder tells me they need "more marketing," I've learned to pause.
Because nine times out of ten, they don't mean marketing.
They mean advertising. More posts. More ads. More noise.
Last week I sat with the owner of a growing manufacturing group. Brilliant operator. But when I started asking about their growth ambition, who their ideal customer actually is, what their product experience feels like end to end, how their pricing holds up against perceived value, how far their brand is penetrating the regions they're targeting, they were confused.
Nobody had ever asked those questions before.
And that's the problem.
The work I do starts long before anyone touches an ad or a campaign. It starts with understanding where you want to get to, who you're trying to reach, and what's actually working right now across your product, your pricing, your brand, your messaging, your customer touchpoints.
Only then does "more marketing" mean anything.
More isn't always the answer.
Better usually is.
