Articles

All the articles I've posted.

• What is a GTM engineer and should it be your next marketing hire?

  Updated: 18 Jan, 2026

  Discover what a GTM engineer does, when to hire one, and whether this emerging role should be your next marketing hire. Practical guide for marketing directors.

• Use Aha moments and magic moments to drive growth

  Updated: 18 Jan, 2026

  Discover how identifying and optimising the aha moment can unlock user loyalty and fuel sustainable growth—transform casual visitors into loyal customers.

• Marketing plan vs marketing strategy (they are NOT the same)

  Updated: 6 Jan, 2026

  Discover the key differences between marketing plan vs marketing strategy to build focused, adaptable campaigns that truly drive results.

• Stop Using JTBD for Product. Use It for Positioning.

  Updated: 6 Jan, 2026

  Most teams treat JTBD as product research. The best teams use it to answer positioning's three critical questions: Who is it for? What does it do? Why is it better?