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. More writing on LinkedIn.

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The archive is curated. New essays appear at a deliberate cadence — roughly one piece every six to eight weeks. A dormant archive is a signal the practice refuses to send, and so is a post-an-hour content factory. We write when the argument is ready, not before.