The backlash against AI-assisted writing confuses bad processes with bad technology. Business writing is inherently schematic, which makes it especially well-suited to AI when paired with strong prompting, human judgment, and rigorous editing.

Most companies already have the ingredients for full-funnel marketing. The challenge is building the systems that can evolve from a series of one-off outputs into a coordinated demand generation engine.

The traditional divide between brand marketing and performance marketing is breaking down as companies increasingly expect every marketing activity—including communications, content, and thought leadership—to contribute to measurable business outcomes. The future belongs to organizations that can connect narrative, distribution, measurement, and demand generation into a single feedback loop that builds influence, captures attention, and drives revenue.

I market Sharp Pen the same way we tell clients to market themselves. That means I’ve learned some lessons the hard way. Here are three mistakes that shaped how I think about marketing today.

In the Outcomes Era, “we drive performance” is no longer a differentiator. So how can some companies credibly claim better outcomes than everyone else? Increasingly, the answer comes down to data. And mobile may be an overlooked piece of the puzzle.

Most adtech companies struggle with focus. The ones that break through pick a single idea and build their story around it.

“We drive outcomes” has become the industry’s baseline claim, which means it’s no longer a claim at all. So the critical question now is how do you drive outcomes differently, and what is your distinct take on applying AI to get there.

I went on the AdTech God Pod to discuss modern media and adtech communications. The conversation touched on executive evangelism, narrative, content, and distribution. Here are 10 lessons from that discussion.

Most adtech narratives are recycled iterations of industry gobbledygook. Outcomes + transparency + objectivity + premium supply. Some combination thereof. But getting it right requires following just three rules. Here’s a three-step recipe for a differentiated story.

A single podcast appearance can become a powerful distribution moment as long as you know your core narrative, tailor your answers to the audience, and keep the conversation tight and engaging.

Across the open internet, adtech companies are packaging the same promise: better outcomes, more transparency, and AI-powered performance beyond the walled gardens.

In extended downturns where criticism is widespread, companies must actively shape the narrative rather than ignore it. Address credible criticism directly, anchor messaging in one clear strength, and tell a compelling story about the future you’re leading.

Adtech investor and entrepreneur Eric Franchi is joining Sharp Pen as an advisor to spread the executive evangelism approach to communications and catalyze Sharp Pen's growth in adtech and martech.

Travis Kalanick’s return is a reminder that the companies that shape perception are the ones that control their narrative, build visibility early, and anchor their story in something much bigger than their product.

When adtech CEOs speak publicly, the goal should be to define the future of advertising and position their company as the leader taking the industry there. The effectiveness of any executive communication ultimately comes down to the strength and clarity of the narrative behind it.

Adtech’s public market slump is about a missing story. The companies defining the AI era will be the ones bold enough to articulate where advertising is going and why they’re uniquely built to lead it.

Executive evangelism is about more than posting on LinkedIn. It’s about building a narrative, owning a topic your customers care deeply about, and consistently showing up across channels until you become the authoritative voice in your space. Here’s how to do it.

A strong adtech website answers three questions: what you do and for whom, how you’re different, and why it matters right now.

The case for executive evangelism goes beyond the practicalities of marketing. Executive evangelism is merely the logical response to the dominant paradigm of modern media, which is the shift from institutions to individuals.

There’s no secret to building a B2B brand on social: the companies that win pick a clear north star, teach their audience, and show up with unusual consistency long after others lose interest. If you’re willing to repeat yourself, engage publicly, and commit to the work, social can become one of the most capital-efficient ways to build a durable B2B brand.