A B2B Marketing Newsletter

Clarity and Chaos

Why Most B2B Marketing Loses Meaning Before It Loses Performance

B2B marketing today suffers from a structural problem. Activity has increased, campaigns multiply, and messaging travels faster than ever, yet markets retain less clarity about what companies stand for and why they matter. This is not a failure of execution. The failure is coherence.

Clarity and Chaos examines how markets actually form understanding, why positioning weakens even inside capable organisations, and how strategic intent degrades as it moves from decision to delivery. The focus is not on what teams are producing, but on what the market is actually absorbing.

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If you are shaping how your company is understood, evaluated, and remembered in the market, this newsletter is written with that context in mind.

One issue is published each week. The writing is intended to sharpen judgment, not increase output, and to focus attention on market perception and its commercial consequences rather than tactics or trends.

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    Most B2B marketing does not fail visibly. Performance holds, activity continues, and teams remain busy. What erodes first is the market’s ability to clearly explain what you stand for and why you are distinct.

    When that clarity weakens, differentiation collapses, demand becomes harder to generate, and competitors gain narrative ground without outperforming operationally. By the time these effects show up in metrics, the underlying problem has already compounded.

    This newsletter exists to examine that erosion while it is still reversible.

    Marketing is not just communication. It is how markets decide what to notice, what to trust, and what to ignore.

    Clarity and Chaos returns to this problem every week, because in complex B2B markets, clarity is not a creative preference. It is a strategic constraint.