Artificial intelligence is killing digital nomadism
For most of the last decade, the digital nomad was one of the most seductive characters in the whole internet economy. A laptop, a decent Wi-Fi signal, a desk in some co-working space in Lisbon or Chiang Mai, and a steady trickle of remote gigs: copywriting, a bit of translation, some light graphic design, a little virtual assistance. [...]
From Visibility to Buyability: Why B2B Marketing Must Win the Decision Before Sales Arrives
For most of my career in B2B marketing, visibility has been treated as the starting point of almost everything we do. The reasoning is familiar: if prospects know you, they can consider you; if they find your website, read your content, attend a webinar, or engage with a LinkedIn campaign, some will eventually become leads. Those leads [...]
You are what you do, not what you say you are
Imagine hiring someone based only on their LinkedIn headline. Ridiculous. Yet this is increasingly how we evaluate ourselves. We have built an entire economy around telling people to discover who they are. Wellness programmes, leadership retreats, personal branding consultants, identity coaches: the market for self-definition has never [...]
The marketing press is not dead. It just changed format
A professional’s guide to the publications that still shape how we think about this discipline There is something almost ritualistic about the way I start my mornings. Coffee, a scan of my inbox, and then a quick pass through a handful of publications I have been reading for years. Some of them have been around since before digital [...]
The journalism industry has a marketing problem, not a journalism problem
The crisis in digital journalism is not a technological problem. It is a business model problem. Since 2023, some of the most influential news outlets in the English-speaking world have closed, cut their newsrooms, or been sold to private equity funds. The same is now happening across Italy. The structural reason is almost always the [...]
Expatriates or Emigrants: the Invisible Cost of Leaving
In the past, those who moved abroad were almost exclusively people fleeing poverty, war, or political repression, destined to become labour for mines, building sites and factories. The exceptions, among emigrants, were cosmopolitan aristocrats, artists, and political dissidents. The emerging middle class, in most countries, was too busy [...]
GEO: the discipline that decides whether your brand exists in the age of AI search
Something structural has changed in the way people make purchasing decisions. This is not an algorithm update, nor a new feature from Google or Instagram. It is a break from the model that has governed information search since 2001, and the numbers confirm it unequivocally. The end of the click era Reliance on traditional search engines [...]