The Content Gap
I’m seeing a pattern emerge over the last few years. One that’s accelerating.
Across automotive, beverage, tech and finance, our clients are all facing the same challenge: how do you become more effective with less resource?
They’re reorganising comms teams. Consolidating agency rosters. Writing AI clauses into contracts. All in the name of efficiency.
Fair enough. But efficiency isn’t the only challenge. The model is.
Agencies give you creative range but often sit too far from the brand to move fast. In-house teams give you speed until they burn out, lose their edge, and quietly drown in kit and recruitment. Most brands pick one and live with the compromise.
Here’s what I think the real question is:
If you were building a production unit from scratch — one capable of both quality and speed, efficiency and effectiveness — how would you actually do it?
Almost nobody is asking this. They’re asking the same questions to the same solutions and getting the same answers.
AI doesn’t answer it either. Automate a broken workflow and you get a faster b r o k e n system.
95% of enterprise GenAI/ LLM pilots fail to generate any meaningful financial return … not because the tech doesn’t work, but because it’s grafted onto the wrong model in the first place.[MIT GenAI Divide study]
What I’ve noticed in elite performers is that it’s never the budget or the headcount that separates them.
It’s the model… the mindset. 🧠
I’ve watched a team of four outproduce a department of twenty. Not because they were more talented. Because the structure let them move.
I’m writing a book on what I call The Content Gap that aims to answer this and give insights from embedding with the worlds best performers.
How do you make more with less? How do you build a content machine for the future? How do you strike ahead of the competition?
I’d love to hear from CMOs, CEOs and marketing procurement leaders on the issues you’re facing making content that helps you sell effectively in an increasingly fast and fragmented market.
More anon.
