The blog

I often find that marketing can hold an odd position in businesses. At the same time, it’s the fall guy when things don’t work across the board, and it’s seen as “fluff”. So what is marketing's role in 2026?

I owe you an apology for this introduction: earlier this week I wrote something inspired, but Wix didn’t save it and now it’s gone. It’s the 527th day of January, I’m exhausted, and rather than give you a pale imitation, I’ll step aside and let you read the rest in peace.

Like everyone else, I’m trying to keep abreast of how AI is changing both how consumers navigate the world (myself included), and how it can support running a business. If we take it as read that there’s very little certainty right now, and there are constantly shifting sands, how do we model stability for our clients who are worried? Honestly, I think frameworks and fundamental strategy are a way to lay foundations, and experiments and constant learning are the way to cope.