Proifitable Growth Strategists
Thinkpiece helps businesses and organisations achieve sustained, profitable growth.
To do this we go deeper into strategy than any agency we’ve come across. Profitable growth requires a sensible P&L based on a marketing cost that is generating ROI in the long term.
Our work starts with market fundamentals and ends with the customer touchpoint:
We clarify where your offer should sit within your market
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We establish what you should be saying to your target audience based on this positioning
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We formulate interesting, compelling ways to convey these messages
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And we work out how you can deliver messaging effectively and efficiently
We are able to dive so deeply because we are experienced operators who have been running our agency for more than a decade. Our advice has context.
We have hands-on experience running P&Ls and understand the role of marketing from the top down. We have also set goals and run ongoing campaigns from the engine room of a marketing department. Companies we’ve worked with have grown nicely and profitably for years, some of them making millions for founders.
Through this experience, we have developed an uncanny knack for getting to the heart of the matter: identifying the critical idea that changes the game.
A key principle of our marketing is the absolute need to be noticed – if you’re not seen, nothing else matters. We love working with organisations that have a distinctive point of view or purpose. We will help articulate the thing that makes you unique, sharpen it, and communicate it so that it is powerful and compelling to your target audience.
In the age of AI discovery, standing out is more valuable than ever.
We build Category Authority
We help organisations grow by giving them something that, until recently, didn't have a recognised name.
Rather than treating marketing as a series of campaigns or a set of tools, we have helped clients become recognised authorities in their field. We have developed editorial strategies, sharpened brand positioning, uncovered distinctive points of view and created evidence-led communications that build long-term audiences rather than short-term attention.
We've applied this thinking across sectors as diverse as furniture, interiors, property, culture, and publishing. While every client is different, the underlying challenge has always been remarkably similar: how do you become the organisation people choose to follow, rather than simply another business competing for attention?
Artificial intelligence has made that challenge bigger.
AI is making content abundant. It is making information easier to produce and harder to differentiate. In this environment, the organisations that succeed won't be those creating the greatest volume of marketing. They'll be those with the clearest point of view, the strongest expertise and the most compelling evidence to support what they say.
In other words, those that achieve Category Authority.
How we build Category Authority
Our approach is captured by the acronym POPE:
Position – Define the distinctive value your organisation brings to the market and the place only it can occupy.
Opine – Express a confident, well-developed point of view that demonstrates expertise and gives customers a reason to be interested.
Polarise – Create a meaningful alternative to market consensus so your organisation becomes a recognised perspective rather than one of many similar voices. In the age of AI, this increases the likelihood that your viewpoint is included whenever your category is explained.
Evidence – Support every important claim with objective proof, building credibility with prospects, customers, journalists and increasingly AI systems.
This is not simply a communications framework. It is a way of aligning product, brand, customer experience and business organisation around a distinctive, evidence-based point of view.
We bring our approach to life through our long-term programme of Brand Editorial Marketing. We believe the most effective brands behave more like publishers than advertisers. So rather than interrupting audiences, brands earn attention by consistently, over months and years, contributing valuable, entertaining ideas and insights to their category.
The result is an organisation that earns trust, commands attention and builds a durable competitive advantage through authority rather than advertising alone.
Who we’ve worked with
We work with consumer brands, luxury brands, start-ups, charities and not-for-profit organisations.
Our clients include:
sofa.com, Newspaper Club, Pooky, Dorset Cereals, Freddie's Flowers, Bulb Energy, Raft, Live Better With, The Maitland Clinic, The Children's Furniture Company, Sunspel, The Royal West of England Academy, The Modern House, Inigo, Sweet Analytics, Cullinan Studio, TaskHer, Naked Kitchens, Avon Tennis, Happy Yolk, Sharky + George, Schplendid, Langstaff.
Read about some of our client successes here.
Our oldest client
Rohan Blacker, founder of sofa.com, Pooky and Schplendid, following the trade sale of Pooky:
“You’ve been totally brilliant over the years. And a central part of all things Pooky. Thank you for everything you’ve done for us.”
We are now following the same path with Schplendid, his newest brand.
N.B.
This “‽” is an interrobang. It’s a punctuation mark that combines the question mark and the exclamation point, indicating a mixture of query and interjection. Think of it as meaning, 'Wait! What?'.