Companies should build around the person opening their wallet. Because if they aren't winning, eventually, nobody is. Paul explains how this shift in thinking changes who you target, what you measure and where you invest. It’s building from the outside in.

Ta-dummm. You just heard the Netflix logo, didn't you? That two-note sound is one of the most valuable pieces of intellectual property in media today. Paul dives into its evolution from the humble jingle and how you can add sonic branding to your marketing mix.

CMOs have the shortest tenure in the C-suite, not because most are bad at marketing, but because they struggle to connect marketing's impact to business outcomes that matter to finance teams. Read on to hear Paul’s view o how this can be remedied.

From tongue in cheek crisis management to publicly admitting your product sucks, here’s some of Paul’s favourite marketing tactics that rewarded bold moves and might just get your CFO to consider an alternative approach.

Which growth lever is the go-to for your industry? In this month's edition of The Happy Customer, Paul has a crack at comparing five major sectors to better understand their mode of differentiation and what we can learn from their application.

We live in a world demanding instant results, where economic pressures often trap us in the immediate. With Australians reporting the second-highest stress levels globally, Paul explores how this short-sightedness is also quietly undermining the long-term futures of our companies.

Will AI take your job, or redefine it? Paul explores how marketers can thrive in an AI-driven world by blending personal experience, industry wisdom, timeless principles and new technology.

Companies with strong data strategies see 5 to 6 times higher profitability than those without. In this blog, Paul explains how to apply his ‘6 C’s’ framework to turn data into a genuine advantage.

75% of venture capital backed start ups fail. Most of them will invest almost exclusively in performance marketing. In this post, Paul shares why startups should allocate a minimum of 10% of their marketing budget to pure brand building.

Why do companies dress sales pitches up as ‘account reviews? Paul shares his painful Optus experience and how much more effective it could have been for both parties.

Is the marketing brief dead? Paul explores its journey, what might be influencing its role in modern business and how it can be returned to its rightful place as marketing’s foundational document.

What exactly does it mean to ‘poke the bear’? And why do some executives still fear it in a world of constant communication? Paul explains why you need to be brave and chart a course of ongoing prescribed customer communication.

What are in depth customer interviews, and why are they so powerful? Paul explains how a simple conversation can lead to multiple business benefits.

Paul reverse engineers the consumer insights behind three award winning marketing campaigns.