Introduction: Bad assumptions
A book about sensible decisions that produce the wrong marketing system. B2B companies often fail at marketing because the business...
The demand is there
A controlled sentence that shrinks the market to whoever is already buying. It is usually said in a controlled voice. Pipeline is...
Better targeting
When broader presence feels risky, the room reaches for precision. Once a company accepts that the market is larger than the active...
We'll do brand later
A respectable way to postpone the work that makes growth easier later. It's one of the most respectable ways a company can...
Performance drives revenue
A sentence that sounds balanced - and still moves the budget. It's the kind of sentence that can make everybody in the room feel...
More marketing
The moment activity starts to substitute for strategy. After a soft quarter, it is one of the easiest things for a company to say. We...
What makes us different
Where positioning gets reduced to copy. A lot of companies start sounding unusually earnest once the conversation turns to difference....
More research first
A responsible-sounding brake that often delays commitment. Few sentences sound more responsible inside a company than this: let’s do...
Creative should explain it
Where B2B marketing becomes sincere - and forgettable. After enough pressure, a lot of B2B marketing becomes sincere, careful and...
I'll know good creative
Where reviews get confident - and unhelpful. Creative review is where confidence often arrives before usefulness. Creative should...
If we can measure it, it worked
Where weak decisions put on a lab coat. Weak marketing decisions look much more respectable once they put on a lab coat. I'll know...
This post did well
Where social metrics replace strategy without anyone calling it that. This is how a lot of B2B social strategy loses the plot while...
Useful content will bring demand
The respectable hope that keeps teams busy. This post did well already showed how visible social response can stand in for commercial...
The problem is in marketing
The convenient diagnosis that protects the rest of the system. When commercial performance softens, leadership often looks for the...
Pricing is a sales problem
A tidy division that hides a sharp commercial lever. Pricing gives companies a tidy place to hide from one of their sharpest...
ABM will solve it
When focus becomes a theory of growth. ABM can make a struggling B2B company feel strategically sophisticated very quickly. ABM will...
PLG keeps marketing lightweight
Where conversion mechanics get mistaken for the whole growth model. PLG flatters modern B2B founders because it makes growth sound...
PR will build awareness for us
Coverage, credibility, links, memory: different jobs, one messy label. PR is an attractive answer to a familiar founder anxiety: too...
Coda: Better assumptions
A final pass over the pattern - and the judgement founders need around marketing. By this point in the book, the pattern should feel...
Sound Encounters: Prelude
This book began with a discomfort I couldn't quite name. It came as a low hum - a residue left behind by texts that spoke of sound...
Against manifestationism
If a tree falls in the forest and no one is around to hear it, does it make a sound? This question - so often disregarded as a thought...
Finitude and withdrawal
To say that sound is real is a challenge to more than physics or metaphor. It questions a metaphysical tradition that privileges...
Deleuze and the encounter
Sound is unstable. It moves too quickly to be seen, too forcefully to be ignored. It arrives as event. As force. Deleuze's philosophy...
Interlude: Beyond human ears
If Deleuze helps us rethink sound as encounter, listening beyond the human expands the sonic encounter further - beyond ourselves. A...
From reduction to realism
The dominant traditions - scientific, philosophical, aesthetic - have each trimmed sound down to something manageable. Something...
Sonic object mapping
If sonic objects are real, if they emerge, act, and withdraw, then how do we listen to them as things - as forces - that shape the...
The politics of sound
If sound is real, it must be accounted for. And accounting cannot happen outside politics. A sonic realism worth defending must go...
Toward a sonic realism
No theory of sound should move forward without turning its head. This chapter stages that turn: a more critical listening to what has...
Practising realism
To theorise sonic realism is to affirm sound's capacity to exceed, withdraw, resonate. Theory alone does not suffice. Sonic realism is...
Coda: Encountering sound
There's a sound you remember, but you can't place. Not a melody. Not a word. More like a texture. A pressure in the air. It arrives...