Costco is bringing more of its assortment to members through delivery. The interesting question is what that reveals about the effort customers make to buy from a business they already value.

A clear strategy still needs someone to turn it into briefs, priorities and coordinated work. What does that responsibility involve, and who should own it?

On is entering football with Kylian Mbappé beside it. The partnership raises an interesting question about how athlete credibility helps a brand establish itself in a new sport.

Good marketing work can lose impact when channels operate separately. Explore how growing businesses can create clearer ownership, priorities and connection.

A launch calendar can organize the work, but it cannot decide what the launch needs to accomplish or why customers should care. Before execution begins, growing brands need clarity on the goal, audience, offer, responsibilities and customer journey.

As a business grows, more people may take on the marketing while the founder still holds the context behind every decision. Making that knowledge usable, clarifying ownership and giving others room to act are essential parts of the transition.

A customer buys in store, then receives an email asking them to finish their online order. These small disconnects reveal how much a brand’s customer experience depends on its channels keeping up with one another.

A request for more content or a new campaign can point to several different business challenges. Understanding what sits behind the request helps a business decide where marketing can make a difference.

Growing brands rarely have a shortage of marketing ideas. The harder part is deciding which ones deserve attention now, which can wait, and how everything fits together. A note on prioritization, focus, and making better marketing decisions.