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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 HYPE: The Hidden Cost of 'Context' in AI That Every Business Leader Must Know
The boardroom conversation around artificial intelligence has, until now, fixated on model capabilities and upfront licence fees. This narrow lens is proving dangerously inadequate. Across FTSE 350 companies and mid-market PLCs, a silent cost escalation is underway, one driven not by the AI models themselves but, by the context they consume. Every document ingested, every customer interaction logged, every agentic workflow executed: each carries a chain of token consumption,
Nov 17, 202519 min read
Machine Speed Markets: An AI Agent Market Strategy.
Recent research by NBER economists suggests these AI agents in particular, could drive a "Coasean singularity," a point where transaction costs fall towards zero, radically reshaping how markets function. In essence, tasks like finding information, negotiating deals, and enforcing contracts which are traditionally costly frictions in commerce, may become nearly instantaneous and costless.
Nov 11, 202521 min read
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
The Truth About the AI Bubble: An AI Strategy Playbook for Leaders
Are we in an AI bubble? Evidence in 2025 points to a large investment boom with visible froth, but not yet a confirmed bubble. The pattern mirrors past infrastructure overbuilds such as the railways and fibre optics, where capacity arrived before demand, valuations overshot reality, and corrections followed. Those corrections were painful but productive, leaving behind assets that enabled long-term growth.
Oct 6, 20258 min read
How to Lead AI Adoption for SMEs: The 5-Stage Readiness Framework
How Can SME Leaders Successfully Implement AI? Exploring the 5 Stages of AI Adoption
May 1, 202524 min read
Ignorance Will Not Save You: Why Leaders AI Consulting Services
Boards are meant to safeguard shareholder value. Executives are measured on margins, EBIT and resilience. AI influences each of these levers. To treat it as optional is to step away from the very responsibilities leaders are appointed to uphold.
Sep 3, 202512 min read
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