The Outsider’s Advantage
Seeing organisations from the edges
I grew up between cultures, built my career across countries, and learned early that some of the most interesting insights come from the margins. This blog is a place to think out loud about work, marketing, finance and leadership – from that vantage point. A place for CMOs, CFOs, and business leaders to reflect on what’s changing and what’s important.
Watch, Read, Listen
-
We Did Not Herd Cattle Together
A small research note on cold outreach. With data. And a French expression A few weeks ago, I posted a rant on LinkedIn about cold outreach emails: the kind that…
-
From Productivity Pressure to Possibility: A CMO’s View on AI in Marketing
A personal view on how marketing leaders are navigating AI in marketing — balancing fear, productivity pressure, and the opportunity to create better, more human work.
-
Why Marketing Budgets Feel Like Responsibility, Not Privilege
A personal reflection on what really lies beneath the surface of marketing budgets. A few weeks ago, I had the pleasure of hosting a webinar with Tom Mills, who is,…
Topics Explored
I write about how CFOs, CMOs, and Business Leaders make decisions when the rules are changing. My work sits at the intersection of finance, marketing, leadership, and growth – exploring the mental models, trade-offs, and operating principles that help organisations scale with clarity, trust, and intent.
Progressive Finance
I focus on how finance evolves to better support CFOs and business leaders. Progressive finance is a concept I help define, to shift focus from control that slows businesses to empowerment that fosters agility.
Trust, autonomy, and accountability are built in from the start.
Marketing as a Discipline
Much of my writing draws on my experiences as a CMO: clear choices, operational rigour and structure. Frameworks like the Four Ps show how strategy becomes actionable.
I explore how this discipline translates beyond marketing into leadership, finance, and growth decisions.
Leadership in Practice
I see leadership as something you practice every day, not just a job title. I explore the balance between trust and control, speed and safety, and autonomy and accountability.
I am interested in how leaders’ actions, choices and behaviours influence business culture.
Growth with Intent
Growth is a recurring theme in my work and my career path. It is exhilarating, sometimes elusive, and almost always chaotic.
I explore how organisations scale without creating chaos or fragility. Where structure, purpose and clarity enable speed, not bureaucracy.