Longform
This is not a marketing blog.
If it were, it would smile at you.
It would offer you a template.
It would offer you certainty.
It would say that the answer is simple.
Efficient.
Repeatable.
Easy.
But that it's also a big secret.
And that the industry has hidden it from you.
That it's not your fault you haven't been able to figure it out.
After all, you're smart, aren't you?
Smart enough to know that this is the real deal?
It would need you to believe that.
To walk the paradox of inflating your ego while cutting your esteem.
Of gnawing at your deepest insecurities while offering a salve.
And aren't you lucky to have discovered it?
Yep, yours. The secret. The source.
And for only $599.95?
...this is not that.
A "marketing" blog.
I don't even think of myself as a marketer.
And I'm okay with that.
The industry is a feedback loop of static.
A thousand voices shouting tactics into the void, hoping for an echo.
I prefer math.
Mechanics.
The quiet click of things fitting together.
Who am I, and why should you take me seriously?
I'm just some guy on the internet.
So you probably shouldn't.
I live in Melbourne.
Have a couple of dogs.
And I run a consultancy that helps stop the bleeding.
I spent my 20s in the Air Force, working in bomb disposal.
It was an environment of absolute consequence.
And it wired my brain to look at the world differently.
To assess the variables.
To ignore the screaming noise.
To understand that panic is just an expensive way to die.
Today, I try to apply that same wiring to business.
Because the pattern is always the same.
So I hunt for friction.
For where the gears are grinding.
Where the energy is leaking.
I look for where the human element is being suffocated by the very tools meant to serve it.
And my job is to take chaotic, adrenaline-fuelled organisms and turn them into boring, predictable machines.
Because excitement is fun.
It's novel.
Stimulating.
But it's also usually the sound of something breaking.
This site, Longform, is the exhaust from that engine.
Ash. Slag. Burnt fuel.
There are no tactics or prescriptions or hacks.
Nor much of a playbook.
It's just a few fragments of what's leftover, when the campaigns are scaled and the tech is stable. Evidence that something ripped through here, quickly.
Some of it is notes on the psychology of risk.
Or the mathematics of leverage.
The cost of complexity.
But much of it is aimless.
I don’t have answers that I necessarily think everyone should follow.
Or that even anyone should follow.
Half the time, I think I’m just watching the machine run.
So if you want the consulting firm, the link is in the header.
If you're here to read, welcome.