I disappeared. I was writing a book.

I know.

I haven’t sent you a memo in a while.

I said I would, and then… well, I run a marketing agency. There is apparently always something that needs to be looked at first.

A client deadline. A strategy. A team problem. A new search update. An experiment. Something on fire that definitely could not wait until tomorrow.

So, I’m sorry for going quiet.

But while I haven’t been writing these memos, I have been working on something I’ve wanted to do for a very long time.

I wrote my first book.

And honestly, it’s probably the reason I disappeared.

So, what have I been working on?

For the last 14+ years, I’ve been building content and search strategies for companies at very different stages - from early-stage SaaS companies trying to find their first real growth channel to larger teams trying to scale what already works.

Over time, I realised we had accumulated a ridiculous amount of frameworks, processes, experiments, mistakes, lessons and hard-earned opinions.

And a lot of it lived in my head.

Or in scattered docs.

Or in conversations with clients.

Or in the “things we should probably document properly someday” pile.

So I finally did.

My first book is essentially the playbook of the work I’ve been doing for companies over the years - turned into something you can actually use.

I’ve structured it so you can read it from beginning to end if you want the full picture.

Or you can pick it up at the chapter that solves the problem you’re dealing with right now.

Because your company doesn’t need the same marketing strategy at every stage.

You might need to figure out your positioning.

Or build your content engine.

Or fix your SEO.

Or create a distribution system.

Or figure out why all the content you’re publishing isn’t actually doing anything.

The book is designed to help you work through those problems rather than give you another list of 57 marketing tactics to try.

And why write it now?

Well…

AI has driven marketers slightly insane this year.

New tools every week.

New workflows every month.

AI-generated content. AI search. AI SEO.

GEO. Agents. Automations.

Everyone trying to figure out the next hack before the current one stops working.

And I don’t think that’s going away. If anything, I think the noise is going to get louder.

Which is why I keep coming back to one idea: Build something defensible.

Your moat isn’t the AI tool you discovered this week.

It isn’t the prompt your competitor can copy tomorrow.

It isn’t publishing 100 pieces of content because AI made them cheap to produce.

It’s the thing you build that becomes harder to replicate with every year you operate.

Your positioning. Your expertise. Your brand. Your customer relationships.

Your proprietary insights. Your body of knowledge. Your distribution. Your reputation.

Your ability to consistently create something people actually value.

Time and time again, that’s what I’ve seen separate companies that compound from companies that spend years jumping from one growth hack to another.

And that’s really what this book is about.

If you haven't already, you can now grab a copy of it from Amazon!

I’m going to get back to the memos too.

In fact, I have a rather long list of things I want to talk about - especially everything I’ve been learning while writing this book and watching the marketing landscape change underneath all of us.

But for now, I wanted to tell you where I’ve been.

And give you something useful for the wait.

Until the next memo,