The Messy Middle

A Scrapbook of Marketing’s Language Problem

Notes from the space where strategy sounds right… but doesn’t work.

That gap is where strategy falls apart.

So we started documenting it, with help from Hazel (a Highland cow with one horn in intuition and the other in evidence), who keeps asking the question most teams dodge:

“What does this concept mean in the real world?”

This FREE eBook is our attempt to answer that, without pretending the work is tidy.

What you’ll get

• A background on translation from marketing language to real decisions.

• A simple way to pressure-test ideas before they ship.

• An intro to the shift needed from persuasion thinking to memory thinking.

Built from 25+ years of strategy practice, global teaching, and ongoing work with real teams.