Insights
Marketing is a decision problem.
Everything here works on that one problem: Forbes Agency Council columns, the practice behind them, and the annual Marketing Decision Delta™. Long-form instructional work sits at M16 Marketing. What lives here is the thinking behind it.
Forbes Agency Council
What a Marketing Operating System Looks Like in Practice
Most organizations have marketing components. Far fewer have a system. What separates them is structure, not capability.
July 14, 2026
Practice
The Decision Layer
Between the data a marketing organization collects and the choices it makes there is a layer nobody owns. This is a diagnostic for finding it, and a method for closing it.
June 15, 2026
Forbes Agency Council
Marketing Growth Requires Transferable Intelligence
When what an organization knows lives inside individuals rather than inside a system, every departure is a reset, and growth becomes a function of memory rather than method.
May 29, 2026
Forbes Agency Council
Marketing Fails When Human Intelligence Is Removed From the System
Automation without judgment produces volume, then drift. What the machine is allowed to say has to be settled before which machine.
April 22, 2026
Forbes Agency Council
Moving From Marketing Activity to a Marketing System
The transition most organizations skip, and the compounding cost of skipping it.
April 8, 2026
Forbes Agency Council
Why Marketing Should Make Decisions Easier
A test for any marketing function: after this quarter’s reporting, is the next decision clearer than the last?
March 17, 2026
Featured, Forbes Agency Council
The One Metric That Tells Clients Whether Their Marketing Is Actually Working
A dashboard can look healthy while the relationship underneath it stalls. There is a plainer signal, and it is the one the client acts on.
February 25, 2026
Forbes Agency Council
Entity Optimization: How to Make Your Brand Visible to AI
Answer engines resolve entities, not keywords. Consistency is what they rank.
September 9, 2025
Research
The Marketing Decision Delta: 2026 Field Notes
Notes from the field as the first edition is built: what is being asked, who is being asked, and what the early responses already suggest.
September 5, 2025
Practice
The Brand Profile: Governing Input Before Governing Output
Why the way to control what AI writes is to control what it reads, and what that document has to contain.
August 15, 2025
Forbes Agency Council
The Zero-Click Future: What Happens When Attention Becomes the Outcome?
If the click disappears, the measurement model built on it disappears with it.
August 12, 2025
Forbes Agency Council
The Rise of Machine Training: Why Consistency Is the New Currency in AI Search
Machines do not reward novelty. They reward a brand that says the same true thing everywhere, and they read disagreement as doubt.
July 14, 2025