Working hard for this epitaph: 'Here lies a man of modest talent and average looks, yet a billionaire. A beacon for every average Joe!
Joined January 2023
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May 18
By 2027, the CFO will be the primary buyer of marketing measurement in most mid-market and enterprise companies.
Most CMOs hear that as a threat.
It isn't. It's the best thing that's happened to the function in a decade. Here's why.
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May 18
Worth saying clearly: this isn't finance winning over marketing.
It's marketing finally being taken as seriously as finance has been for a century.
The CMOs I respect most aren't threatened by this shift. They're relieved by it.
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May 18
The serious CMO's job in 2026 isn't to defend the marketing budget.
It's to author it โ alongside the CFO, on numbers both trust.
Full version, plus the three signals I'm watching by 2027, in Issue #2 of The Decision Desk:
thedecisiondesk.ai/
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May 12
Fourteen months ago, a CFO asked me a question I couldn't answer.
Today we've walked away from ~20% of our revenue, rebuilt the platform, and I'm publishing what happened next.
First issue of The Decision Desk ๐งต
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May 12
What I'm afraid of:
Being early. Markets punish right-at-wrong-time roughly the same as wrong.
Being captured by our own narrative. Founders become advocates instead of students of the truth.
The Decision Desk is partly a forcing function against both.
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May 12
Full piece โ the CFO meeting, what walking away cost, what I'm watching next:
๐ thedecisiondesk.ai/p/why-i-mโฆ
First issue of The Decision Desk. Fortnightly. CEO seat. Honest about what we got wrong.
Subscribe for the next one.
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