The
Digital
Disruptor
A personal take on marketing, music, culture and the experiences that shape how we see the world.
Earn the stop.
Earn the stop.
Reach got cheap. The only thing still worth bidding for is a second of willing attention. You cannot buy it — you earn it by being specific enough to be worth a pause.
How disruptive is your brand, really?
12 questions. 60 seconds. One honest score out of 100 — and the one move to fix your weakest pillar. Try the first question right here.
Would a stranger stop scrolling for your last post?
Marketing, told in six panels with a straight face and a snail.
Six-panel comic: the snail says everyone loved the campaign — the boss, finance, HR. The Disruptor asks what customers said.
“Then we'll learn something. For a change.”
The Brief That Ate Itself
A snail, a scope, and the slow death of a good idea by committee.
Reach Is Not A Feeling
Why the dashboard smiled while the audience yawned.
The Consistency Gap
One great quarter, then silence. The snail keeps walking anyway.
The Approval Meeting
Everyone loved it. Nobody asked the customer.
The long-form room — where the thinking is written down.
Attention is the last luxury good.
Reach got cheap and worthless in the same decade. What remains scarce is the second of willing attention — and you cannot bid for it.
Why some records need darkness.
Some albums are not badly mixed for daylight. They are correctly mixed for 1am, with the lights off and nothing else running.
Boredom is a strategy.
Nothing useful has ever arrived during a scroll. Everything useful has arrived about forty minutes into being unentertained.
Things that stuck — observations, lessons and small corrections.
Boredom is a strategy
The best ideas arrive when the phone is face down and the walk is long enough to get uncomfortable.
Train like you ship
Sport taught me more about consistency than any framework: small reps, honest feedback, no shortcuts.
Taste is accumulated
You don't find taste, you collect it — deliberately, one reference at a time.
Say the sharp thing early
The uncomfortable observation in week one saves the retrospective in month six.
Another room. Darker, louder, and where most ideas actually start.
Cold Wave
- Siouxsie and the Banshees
- Nick Cave
- Still Corners
- Radiohead
Cities, rooms and nights worth remembering.
Berlin
Three nights, one idea
A conference, a basement club and the realisation that scenes beat channels.
Lisbon
Salt, sleep, strategy
Sea in the morning, decks in the afternoon. The best planning I've done offline.
Manchester
The bassline pilgrimage
Standing where the Roses recorded, thinking about longevity in brand terms.
Athens
Rooftops and rough drafts
Concrete, heat and a notebook that turned into most of this website.
A marketer who never switched off the curiosity.
I'm a marketer who never fully switched off the curiosity. Days go into brand and performance work; the rest goes into sport, records and long walks that turn into notes. This is where all of it lands, unfiltered but edited.
Get the signal.
One letter, every other week. Ideas worth stealing, culture worth watching, nothing worth deleting.