Featured
The plane-in-flight problem.
Most marketing leaders are trapped between this quarter's deadlines and the deeper fixes the function actually needs. The deadlines always win - they don't have to.
June 20264 min read
Thinking that drives action.
We've spent years inside marketing functions watching the same gaps appear between what transformation promises and what it actually delivers. Here we share what we've learned - short pieces on dumping drag, mobilising momentum, transforming teams, and the future of how marketing works. Written by practitioners, not theorists.
TECHNOLOGY & TOOLS
I can't code. I built a professional website anyway.
Knowing which job belongs to a human and which belongs to the machine is the key skill. Here's how we built this site for £120 by getting that right.
April 2026 · 7 min read
Getting started
We'd seen enough.
Great marketers shouldn't be ground down by the system that was built to serve them. Committed Citizens are here to help.
March 2026 · 2 min read
Marketing Operations
Indispensable and yet unheard.
MOps sit in the uncomfortable gap between strategy and execution - they can see it widening and they know what to fix. So why is nobody listening?
April 2026 · 3 min read
Operational drag
The problem no agency can solve.
Too much marketing effort is being lost in the gap between strategy and execution. Committed Citizens make marketing work, work.
April 2026 · 3 min read
The orchestration gap
From systems thinking to systems doing.
The role of the CMO is changing. What's required isn't more strategic leadership - it's the ability to orchestrate the system.
April 2026 · 2 min read
Marketing Leadership
Shadow AI isn't an IT problem. It's yours.
Shadow AI is a threat to growth and a technical or regulatory solution isn't the answer. Enter the CMO.
April 2026 · 2 min read
Marketing orchestration
When more AI means less progress.
'AI brain fry' is real but not inevitable. The key to stopping it lies in better understanding your operating model.
April 2026 · 3 min read
Marketing orchestration
The great agency reset is a sideshow.
The real challenge for CMOs isn't finding better agency partners. It's orchestrating the system they sit inside.
March 2026 · 2 min read
Data
Small data wins the race.
Marketing decisions are being slowed by an overabundance of data. We can learn a lesson from Formula 1.
March 2026 · 2 min read
Marketing leadership
Marketing's Moneyball moment.
The marketing leaders who win in the boardroom run a function that others in the C-Suite instantly recognise: a reliable, accountable machine.
March 2026 · 2 min read