Thinking
Ideas for makingdigital work better.
Things we're learning, questioning and paying attention to across customer experience, growth and the way digital is changing.
Explore the latest
Latest thinking
Practical ideas.Real perspectives.
From customer experience to AI search, practical perspectives to help you make better decisions and get more from digital.
AI & searchSEO, AEO & GEO: What Actually Changes for AI Search?Search is changing fast. But do SEO, AEO and GEO really require different strategies? Here’s a simpler way to think about visibility in the age of AI search.
AI & searchYour customers are searching differently. Is your brand showing up?AI answers are changing how people discover brands. What that means for search, content and the experience that follows the CTA.
ExperienceWhy good UX and growth marketing belong in the same conversation.Acquisition fills the funnel. Experience decides what happens next. Treating them separately is expensive.
Digital strategyBefore you redesign your website, answer these five questions.A redesign is expensive and slow. Make sure it’s solving the right problem before the first wireframe.
GrowthMeasure what changed, not what you produced.Pages shipped and campaigns launched are activity. Outcomes are what the business actually feels.
ExperienceDirect bookings: what hospitality brands get wrong about the last click.Guests fall in love with a place long before they book. The booking step is where too many brands let them go.
Digital strategyWhy smaller senior teams often deliver bigger outcomes.Fewer handovers, faster decisions and the people who shaped the thinking staying close to the work.
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