Thinking
Ichthus point of view
Ideas we use
to make better
decisions.
Business, brand, growth, customer experience and technology — connected rather than treated as separate disciplines.
Current essays
Three ideas, each approached as an editorial piece rather than a blog post.
01
Growth / Operations / 6 min read
Marketing is not a department. It is an operating system.
Growth gets harder when positioning, acquisition, sales, service and delivery are treated as separate problems.
02
AI / Customer Experience / 7 min read
What AI changes — and what it doesn’t — in customer experience.
AI can compress the distance between a customer’s intent and the next useful action. It does not remove the need for judgement, context or responsibility.
03
Brand / Performance / 6 min read
Brand and performance should not live in separate rooms.
Brand creates the reason to choose. Performance captures and amplifies demand. Treating them as opposing disciplines weakens both.