01
June 2026 · 4 min
Commercial
A small series of normal events - Almost half the profit, gone
Let me tell you about a completely unremarkable booking
Notes
Short writing.
Strategic thinking.
Insights to read before you even reach out.
Occasional pieces on the commercial decisions specialist operators actually face. Written the way we would talk it through over coffee, not the way LinkedIn would want it.
- 02May 2026 · 5 minCommercial
The two-percentage-point question most operators haven't sat down to answer
Here's a question I ask almost every specialist operator I speak to. What would happen to your revenue if your enquiry-to-booking conversion improved by two percentage points?
Coming soon
- TBC · 5 minMarketing spend
When impressions and reach (PR and mainstream publications, I am looking at you 👀) keep winning the budget meeting.
Why the potential reach shouldnt dazzle you and distract from spend where you can count the enquiries - and other small data move that usually settles the argument.
Coming soon - TBC · 3 minCommercial
What "cost of sales" quietly hides.
Suppliers invoiced late. A small FX move. Two amendments. A goodwill refund. None of it on the original costing.
Coming soon - TBC · 6 minChannel mix
How to read a channel scorecard you didn't build.
A short-hand guide for MDs who've inherited an overcomplicated marketing report and aren't sure what to ask of it first.
Coming soon
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