Less boring
Leadership and
Marketing

Marketing and leadership have the same problem

Thirteen years in marketing taught me that most of it doesn’t work the way we think.

People don’t respond to marketing the way brands think they do. As human beings, we experience reality in shortcuts, patterns, biases, and feelings, less through logic.

Leadership works the same way. How people perceive you, especially when things get hard, matters more to your credibility than any strategy. Getting that right can make or break you.

That’s the behavioural gap. It shows up in both and it goes unnoticed in most organisations.

The best brands have been using behavioural science for decades to close that gap. It’s not magic, and we can use it too.