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BLOGS
From the Edge
A collection of features and articles based on deep research and market trends.
Recent Blog Posts
The “If” Economy and Quantum Marketing: Why I’m Moving Beyond Funnels After 30 Years
The Newtonian age of marketing - the age of the funnel, the persona, and the "is" - may be over. We are living in a world of Potentia, where consumers exist in superposition, where influence operates through resonance and entanglement, and where friction destroys value faster than advertising can create it.
What Does a Marketing Consultant Actually Do?
A marketing consultant in Glasgow, Edinburgh and across Scotland is someone who helps businesses figure out how to grow.That’s the simple version. The more detailed version is that they help companies spot opportunities, solve marketing challenges, and build strategies that drive measurable results. They’re problem solvers who combine strategy, creativity, and execution to make things happen.
AI: The Line Between Progress and Overreach
Howard Marks is not a passing commentator. He co founded Oaktree Capital Management and built his name by navigating credit cycles with a cool head. His memos are written for serious investors who want judgement rather than slogans. Warren Buffett has previously said they are the first thing he reads when they land in his inbox, which gives a sense of how widely they are respected.
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The AI Agent Readiness Playbook: Why Culture Drives Advantage.
Most leadership teams cannot articulate which they are pursuing. Or worse, they pursue all three simultaneously without acknowledging the different cultural infrastructures each requires. Productivity demands training and enablement. Automation requires trust and transparent communication about displacement. Opportunity needs permission to experiment and tolerance for failure.
When you try to do all three at once without cultural foundations, you get confusion, resistance, an
Oct 21, 202514 min read
PwC Says Firms Are Watching and Waiting with AI: The Adoption Strategy.
Waiting feels like prudence. It gives everyone the chance to breathe and carry on as ‘normal’. It also creates a structural disadvantage that is hard to see in the moment and plain to see a year later. By the time the path looks safe, other firms have already done the hard miles inside their own systems. They have learned where value lives and where it does not. They have rewired dull pieces of process that never make the press release but decide the outcome.
Oct 14, 202512 min read
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