AI & human judgment
Where AI should create leverage in marketing—and where taste, discernment and executive judgment matter more than automation.
Resources
Ideas for leaders building the next category.
Perspectives on marketing effectiveness, brand authority, AI, leadership and the decisions that shape growth.
Featured · Forbes
The Question CEOs Should Ask Before Spending Another Marketing Dollar
A framework for evaluating whether marketing is creating enterprise value—and whether the next dollar belongs in more activity or a better operating model.
Read in Forbes →TES point of view
What I write about.
TES Resources is where I publish original thinking and selected external bylines. The focus is the judgment behind stronger marketing decisions—not content for content’s sake.
Marketing effectiveness
How leaders can distinguish activity from impact, diagnose the real constraint and make better decisions about where the next dollar should go.
Market position & authority
How positioning, communications, customer experience and commercial execution work together to make a company matter in its category.
The Executive Standard