We’ve never had more tools to help us make decisions. And yet, decision-making doesn’t feel any better.

We're joined by László Aszalós, a website optimisation specialist with two decades of experience, to discuss how frameworks, templates, and AI are shaping the way decisions get made inside marketing teams, and what happens when tools start doing more of the thinking than the people using them.

We explore:

• Why teams are still driven towards vanity metrics
• How frameworks can easily become constraints
• Why even senior leaders get pulled into 'confident but wrong' AI outputs
• The growing risk of decision-making without real understanding underneath the tools
• Why education and context matter more than ever in a tool-heavy world

Are your tools improving your thinking, or replacing it?

Subscribe for the Extended Cut – Where we go further into how AI systems mislead depending on context, why localisation breaks most assumptions, and what businesses keep getting wrong when scaling approaches across markets.

We talk a good game about making things easy to use. But most organisations are still designing for an average customer who doesn’t really exist.

Sharon Flaherty, CEO of Folk, shares the moment that caused her to view the world differently, where she sees customer journeys breaking down in the real world and where can start to change the conversation.

We discuss:

why “easy to use” is harder than it sounds in practice

how assumptions about customers quietly distort experience design

why organisations underestimate the complexity of real decision-making, and how testing comes too late to matter

why lived experience surfaces what data alone misses

and why culture, not process, decides whether inclusion actually happens

Subscribe for the Extended Cut – where we go further on what it actually takes to shift organisational thinking, why most 'customer understanding' work never changes decisions, how leaders unintentionally deprioritise experience friction, and what it really takes to move from insight to action inside complex organisations.

Is your marketing approach a roadmap or a straightjacket?

We’ve all been there. You spend weeks (and way too much mental energy) on a shiny strategy deck, following the textbooks approaches to the letter, only to find the business has moved on or the budget simply doesn't exist.

In this episode, I’m joined by Lottie Unwin. She’s a self-confessed marketing geek who did the P&G rounds and took all the notes. But then she had to sell popcorn at a startup and the formulas fell apart.

We talk about:

The formula failure: Why 'Reach and Frequency' is a luxury many of us can't afford, and what to do instead.

Climbing the mountain: Why focusing on 'Pitch One' is more important than the summit when you’re just trying to stay alive.

Following the money: Why being 'best mates with the CFO' and knowing your runway is the only way to earn a seat at the table.

The levers to understand: My own reflection on why two 'identical' businesses on paper require completely different playbooks.

Subscribe to get the Extended Cut - where we go deeper on managing leadership friction, how to interrogate a P&L, how you can network effectively from Day 1, and why your next campaign might actually need to be a hiring drive.