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Essays and short pieces on marketing capability, evidence, and why the industry keeps mistaking opinion for insight - written by Revellion founder Glenn Donaldson.
Each piece works from documented evidence, the same standard Revellion itself works to.
Essay · November 2026
Working late can signal commitment, or a capability gap somewhere else - in the team or with the client - and the person staying back might be the one least responsible for it. Leaders should find out why, and working late is right when it’s the exception and everyone involved knows why.
Part 3 of 3 · October 2026
Marketers and CEOs often judge whether marketing is working differently, because results are hard to read and marketing is often judged on things it doesn’t control. A simple test: ask each, separately, how confident they are on a scale of 1 to 5, then compare the answers.
Part 2 of 3 · October 2026
A marketing strategy works through the process a team follows, the people doing the work and the partners it relies on, and any of them can drift without anyone deciding it should. Check regularly that each is still fit for the strategy as it stands today.
Part 1 of 3 · October 2026
A marketing strategy can live in the approved document, in the team’s day-to-day work, or in someone’s head, and the gap between them runs in both directions. Check where it really lives, and revisit it as the market moves.
Founder essay · September 2026
Marketing is business work - how an organisation is set up to deliver its strategy - and a marketing function should be judged on documented evidence of its capability, as other functions are. Campaign results alone give a false read.
More pieces are added as they're written, each one free to read without signing up.
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