Context Does More Work Than Creative
In the first quarter of 2026, I found myself returning to the same discussion repeatedly, first in private wealth management, but soon far beyond it.
Category: Strategy
Canada, Capital, and the New Decision Environment
For years, marketing conversations have been dominated by a single metric: reach. How many people saw the message. How quickly it travelled. How efficiently it was delivered.
Why Influence Matters More Than Reach
For years, marketing conversations have been dominated by a single metric: reach. How many people saw the message. How quickly it travelled. How efficiently it was delivered.