"Our efficiency is unparalleled, our ROI is fantastic, and we'll be out of business in five years."
— Les BinetI was in an exec meeting, walking someone through a campaign that had hit every number on the slide. Pipeline, up. Cost per lead, down. Someone asked what happens to all of that once we turn the spend off. I didn't have an answer.
I had a dashboard.
Marketing's influence got smaller over the last 15-20 years. A handful of measurement tools could only see part of the job. That's the part that got funded and taught. Everything else, brand, category understanding, buyer psychology, quietly stopped being anyone's job to defend.
I call that the Sliver Cycle. This book is about what it costs, and about the science that explains the part of the job the dashboard can't see.
It's for the marketer who came up running one channel, got handed the whole function, and found out nobody taught them how to effectively manage up or across, properly read a market, or build a well-rounded team. Right now, their own team is set up to run the exact same sliver they came up in.
This book gives you the frameworks, the vocabulary, and the evidence to break the Sliver Cycle, so you can become the growth leader your business actually needs.
"Digital marketing is a channel. Marketing is a discipline and a field. A channel has tools. A field has science."
from "Most of Marketing Was Never Opened" →"The measurable thing becomes the manageable thing. The manageable thing becomes the rewarded thing."
from "We Trained a Generation of Marketers" →The manuscript is close. A few more passes, some newer material to fold in, then a small group of subscribers reads it before anyone else. Targeting fall 2026.
Subscribe to Open Folders, and you'll be one of them.
Subscribe →Or start with the closest thing to the book that's already live: Evolution, Not Revolution →
