Most growth fixes sold today are plumbing. Pipelines, attribution, dashboards. Here’s why the leverage sits upstream, in the position that decides whether anyone enters your funnel, and why AI makes it matter more.
Tag: Marketing Strategy
Three Growth Playbooks That Aren’t Working Anymore
The playbooks that drove growth for the past decade have quietly stopped producing results. Here are the three I see failing most often and what’s replacing them.
Why Most Companies Are Targeting the Wrong People (And How I Fix It)
When a strong offer underperforms, the culprit is usually the audience, not the price, message, or funnel. Effective targeting answers two distinct questions in order: Fit (who the buyer actually is) and Placement (where they can be reached). The Bullseye Method maps Placement as three concentric rings around the same ideal buyer. In 2026 the scarce resource is attention, not budget, and in enterprise the buyer often splits across three roles that sit in different rings. Get both reads right, in that order, and the downstream metrics fall into line.