Grew marketing’s contribution to pipeline and revenue
At Rescale, working hand in hand with sales, we took marketing’s share of new-logo pipeline from 10% to 65%+ in two years, as revenue more than doubled.
My writing
and thoughts on growth, leadership and why people decide the way they do.
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Psychology
Cards to strangers
A sociologist mailed Christmas cards to hundreds of strangers and got cards back for years. What the research says about reciprocity, why a gift wins a yes more than a signature, and where a gift becomes a bribe.
6 Nov 2026 · 8 min
Neuroscience
Seen is not remembered
Marketing buys attention by the second. But what a buyer remembers depends on the state of their mind at that second - and most of what we measure misses it.
3 Nov 2026 · 7 min
Leadership
Recorded, never read
Indian weaving plants wrote down every defect and almost never looked at them. What a randomised trial of management practices found - and why half of them had gone nine years later.
30 Oct 2026 · 6 min
Psychology
The call from Dr Smith
Twenty-one of 22 nurses were ready to give a dangerous dose on a stranger's phone order. Eleven years later, almost none were. What the research says about authority, and why it works best on people who can't check.
27 Oct 2026 · 7 min
Demand Generation
The first spam
In 1978 a computer salesman emailed about 400 people at once and got both sales and an official reprimand. The tension he found is still in every nurture programme. What the experiments say about how often to email, and how to know if it's working.
26 Oct 2026 · 5 min
Neuroscience
What didn't hold up
Decision fatigue, the goldfish attention span, the trust hormone. The brain facts that failed when scientists tried to repeat them - and the ones that survived.
23 Oct 2026 · 6 min
Psychology
The very small minority
One sentence about what everyone else does got thousands of people to pay their tax - and pushed away the people who owed the most. What the research says about social proof, and when it backfires.
20 Oct 2026 · 7 min
Neuroscience
The smokers picked the wrong ad
A brain scan once beat smokers at predicting which anti-smoking ad would work. What neuroscience can really tell marketers - and what it can't.
20 Oct 2026 · 7 min
Leadership
Making decisions in uncertainty
Four principles I use to make better decisions when the outcome can't be known - first written in 2019, updated with what the research says now.
19 Oct 2026 · 10 min
Demand Generation
Staircase or flywheel?
I drew my revenue engine as three layers built in order. In practice it's a flywheel - but one with prerequisites.
19 Oct 2026 · 6 min
Demand Generation
The demand capture ceiling
Optimise only for the buyers you can see and you'll get very good at harvesting the few who are ready - right up until growth stops.
19 Oct 2026 · 9 min
Demand Generation
Pave the desire paths
Design your go-to-market around how customers actually buy, not around how you report - and put your people where the work really is.
19 Oct 2026 · 7 min
Demand Generation
Proof isn't persuasion
Scaling what works is less about finding the answer and more about getting an organisation to act on it - while leaving room for the next big bet.
19 Oct 2026 · 7 min
Demand Generation
Two oranges and a lemon
Predictability isn't a forecast. It's the habit of testing what you believe - and it never stops.
19 Oct 2026 · 7 min
Demand Generation
Someone else's wing
Why a revenue engine starts with numbers you can trust - and why AI makes that more urgent, not less.
19 Oct 2026 · 7 min
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