This is the archive. The essays collected here defend trade-offs the practice holds to be true in 2026 — on brands, categories, pricing, execution, and the quiet leadership questions behind each of them. They are not commentary on the news cycle, not advice columns, not sponsored content. Each essay is an argument, cited where citations are available and concrete where the argument demands a named example.

The archive is organised around six editorial pillars: brand strategy, go-to-market, pricing and promotion, category and shopper, execution, and leadership offsite. Follow me as well on Linked In where I share my thoughts.