April 24, 2026 These 3 key elements are what every change strategy needs BY Greg Satell Experts have a lot of ideas about persuasion. Some suggest leveraging social proof to show that people have adopted the idea and had a positive experience. Others emphasize the importance of building trust and appealing to emotional, rather than analytical … Continue reading These 3 key elements are what every change strategy needs
When attribution, incrementality and MMM disagree, teams freeze. Growth comes from acting with confidence, stacking small gains and validating impact in the P&L. By Tom Leonard February 19, 2026 Marketing measurement has changed a lot over the last few years. Attribution alone isn’t enough, and most brands know it. Incrementality testing and media … Continue reading If your measurement strategy delays decisions, it’s broken
