The Head of the Table
Every free issue gives you the move and the verdict. The full version gives you everything underneath — the part that takes the work most people won’t do.
01
The full breakdown
The complete teardown of the move: the strategy, the channels, the audience, and how it actually came together. The free issue gives you the move and the verdict — this is everything underneath it.
02
The thinking behind the decision.
Why the brand did what it did, what it was really after, and the calls that made it work. You see the logic behind the result, not just the result.
03
The marketing-science verdict.
Whether the move built something that compounds — penetration, mental availability, pricing power — or bought attention that decays the day the spend stops. The proven principles, applied, so you can tell the difference between a move that lasts and a move that photographs well.
04
What you can take to your own work.
The specific, usable lessons from each breakdown: what to copy, what to avoid, and how to make the case for it on your side of the table.
The free issue is complete on its own. You get the move and the verdict. The paid version goes underneath it — the full breakdown of the strategy, the thinking behind the decision, the marketing-science verdict, and the specific lessons you can take to your own work.
You're already reading the work. The question is whether you go all the way through it.
Read by people at:
Nike · Meta · PwC · Unilever · Warner Bros. Discovery · Macquarie
McLaren · Mercedes-AMG Petronas · NFL · Databricks · Ogilvy · 1Password
Plus every major F1 team and a growing number of rights holders.
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I read it right before an exploratory meeting with a potential partner — exactly the juice I needed. I shared it with my boss, who’s attending too.
R
Reader
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Great read as always — keep up the fantastic work. As both a marketer and a lecturer, I really appreciate how you simplify activations into clear, easy-to-digest insights.
M
Mark, Marketer & Lecturer
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The Reality Check section is the best — it shows what is and isn’t viable across different properties.
R
Reader
30-day guarantee for annual members. If you read the first paid issue and it's not what you expected, email me and I'll refund you in full.
What's the difference between free and paid?
The free issue gives you the move and the verdict, complete on its own. The paid issue goes underneath it — the full breakdown of the move, the thinking behind the decision, the marketing-science verdict, and what you can take to your own work.
How often do paid issues come out?
Every week, on Tuesday.
Can I cancel anytime?
Yes. Monthly cancels anytime. Annual runs to the end of your year.
Will you tell me before it renews?
Yes, you'll get a reminder before any renewal.
What happens if I cancel — do I lose access right away?
You keep access until the end of the period you've paid for.
Is The First Seat price really locked forever?
Yes. As long as you stay subscribed, you keep the $240/year rate. It's annual-only and closes July 7.
Can I expense this?
Most readers do. You'll get a receipt for every payment that you can submit for expenses.
Can I preview the paid version before upgrading?
Not right now. The free issue is complete on its own, so you can judge the writing before you upgrade — the paid version goes deeper on the same move.
The First Seat rate is $240/year — 20% below the standard rate, held for life. It closes July 7.