The Ledger
A written record of what we have learned.
We publish when we have something worth defending — on growth decisions, measurement, market entry and the governance of AI systems. Rarely, and never to fill a calendar.
Growth strategy
Pillar: Judgment
The most valuable advice we give is usually to spend less
A recommendation to hold budget is a legitimate outcome of an engagement. Here is how we arrive at it, and why clients keep paying for the answer.
6 min read
AI systems
Pillar: Systems
Governing AI marketing systems: owners, gates and rollbacks
Automation without accountability is simply faster error. The three controls we require before any model touches a customer-facing channel.
8 min read
Market entry
Pillar: Bridge
What UK and North American firms consistently misread about African markets
Distribution, payment behaviour and trust signals differ by city, not by continent. Four assumptions that cost our clients money before we met them.
7 min read