A clearer way to think about markets and marketing.
Most marketing isn’t failing in the ways we think — it’s being misread.
Why does marketing feel ineffective?
Marketing efforts seldom fail outright. Yet the connections between a brand’s inputs and its marketplace outcomes are often unclear.
What should we do differently?
The harder question isn’t what works. It’s deciding what to do now, with incomplete and conflicting signals.
How do we make our decisions stick?
Even when the thinking is sound, decisions can fragment. Commitment is what allows progress to compound.
The book.
Swimming Downstream sets out a different way of thinking about how markets work — and how brands grow within them.
The courses.
Two courses explore these ideas from different angles — understanding how marketing systems behave, and improving how decisions are made.