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No-one's an "expert marketer" any more
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.
4 min read


Crabapple Communiqués - December 2025 Newsletter
Happy Holidays—we’ve made it to the end of 2025, and that alone is an accomplishment. It’s been a rollercoaster, but looking back at last year’s Christmas missive, it’s striking how closely the year matched expectations.
1 min read


Crabapple Communiqués - November 2025 Newsletter
We’re nearing the end of 2025 now, with just a few weeks left before the year wraps up — a season marked by fatigue, hope, and a quiet kind of renewal. As we arrive here, I’m reminded that even when our leaves have fallen, there’s still room to pause, breathe, and prepare to begin again.
Let’s take a look at the encouragement, reflection, and gentle resilience woven through my November 2025 newsletter.
1 min read
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