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Growing things has been the common thread throughout my career: businesses, teams and…
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Si Muddell shared thisReally enjoyed this recent talk Mark Ritson did for Google in Sweden. 12 minutes well spent. A few things that stuck with me and got me pondering. 34%: That’s the proportion of marketers who are clear on WHO they’re actually targeting. For the mathematicians here, that means 66% aren’t. Eeeek! Ritson’s point is that targeting is the first domino in the strategy. Get it wrong and everything downstream is affected. My thoughts: it reinforces the importance of a solid brief that has actually been interrogated. - Who are we targeting? - What problem are we solving? - Why are we doing this? - What do we want to happen? - What do we know versus assume? If there’s doubt, probe more. Challenge assumptions. Seek evidence. A weak brief doesn’t magically become a strong strategy later. PRODUCT: Ritson argues that product is the most important of the 4Ps, with some entertaining beef with a certain Mr Godin along the way. My thoughts: Storytelling absolutely elevates a brand. It helps it stick, creates emotion and shapes positioning. BUT....brilliant storytelling around a shit product is only going to get you so far. Eventually the experience catches up with the promise. Then come the bad reviews, distrust and a pretty significant ceiling on growth. But a good product - get that flywheel spinning! Good product + good storytelling? = Much better. PRICE vs PRICING: Another distinction I liked. Marketers may not control the actual price, but they absolutely can influence pricing. How the offer is packaged. How choices are framed. What people compare against. There’s a huge amount of psychology at play here. The brilliant Nudge podcast, hosted by Phil Agnew, talks about this a lot too. THE 95/5 RULE: Only around 5% of potential customers are actually in market and ready to buy at any given time. The other 95% aren’t. They’re just not ready today. So yes, invest in converting existing demand. But also invest in building awareness and memory among the much bigger group who might buy later. My thoughts: I’m still amazed by how many experienced marketers and business leaders don’t really see the value in building brand, or more importantly, don’t have the patience or understanding of how the longer term benefits play out. The short term is easier to see, measure and justify. Conversion happens now. Brand often pays back later. That doesn’t make it less important. BOTHISM: Marketing loves an either/or. - Qual or quant. - Distinctiveness or effectiveness. - Performance or brand. Maybe, just occasionally...do both, aye. ;) 12 minutes well spent. Thanks Mark.Si Muddell shared thisI had a splendid time talking at Google's big event in Sweden last week. Google specialise in asking for VERY short talks. Which is fine with me provided they pay me VERY large amounts of money to deliver them. Short and sweet and uploadable with all the Fs professionally erased...
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Si Muddell shared thisI’ve got three boys under 11 and over the last few years they’ve got really into rocks, fossils and crystals. Looking up how old something is, or more likely how much it might be worth, is a pretty regular 'Dad, can I use your phone?' I’ve lost count of the number of times they’ve been convinced that a bit of fool’s gold is actual gold and therefore potentially the answer to all their Robux and Minecoin needs...(If you know you know!) Anyway, this weekend they decided to take things a bit further and set up shop outside the house. Completely their idea. They made the signs, worked out the prices, decided what they were selling and got on with it. No meddling from me. I was most definitely put in my place! It was just really lovely to watch. They were chatting to people, changing things as they went, getting excited when someone stopped, and generally throwing themselves into the whole thing. A few people locally came over and bought something, and some even gave them a bit of extra money to “invest” back into the business, which absolutely made their day. What struck me most was just how naturally they went at it. There’s a kind of blissful naivety to it. They’re curious, confident, keen to learn and just happy to get stuck in. They’re not overthinking every possible outcome or finding reasons why something might not work before they’ve even started. And there’s loads of passion in it too. That goes a loooong way. They genuinely care about what they’re doing, want to know more and are excited to see where it might go. Watching them, I think there are a few good reminders in all of that. Be curious. Care about what you’re doing. Get stuck in. Learn as you go. We’re all doing that anyway, right? And maybe don’t overthink everything before you’ve even started. Mostly though, I was just a very proud dad watching them do something entirely of their own making. So, if you need some rocks, crystals or fossils, hit me up. I know a man (or 3)! ❤️
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Si Muddell posted thisFriday train musings. You know, some light Friday reading: McKinsey’s technology trends report. A few headlines caught my eye: “Machines are being given more autonomy.” “AI is generating breakthroughs faster than we can absorb them.” “AI is hungry, and the grid is not ready.” No great shock that AI is the hero of a technology report. It’s in pretty much every conversation already. One detail I found interesting: in several of the areas McKinsey tracks, more than half of related job listings are now outside R&D, including roles in operations, sales and marketing. So this isn’t just about clever technology. It’s about what happens when it reaches the people doing the everyday work. I’m a huge advocate for AI and get a lot out of the tools I use. But I do think governance needs more attention. If we’re moving faster, we need to be clear about who checks the work, who owns the decisions, and where the boundaries are. I’ve seen good ideas land on top of everything else: same processes, competing priorities, one more thing for busy people to pick up. And if the process is already a mess, using AI to speed it up doesn’t magically make it better....you can't polish a turd, as they say. The question I kept coming back to was: what could be better for the customer, and what would we need to change behind the scenes to make that happen? I’m not sure the grid is the only thing that needs to catch up! I’ll put the report link in the comments. I need a beer. Happy Friday!
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Si Muddell shared thisI've been to many a networking event in my time, but I can't remember the last time I went to one quite so local to me! So it was a bit of a treat to be only five minutes from home for this one. Great event, and a very welcoming bunch too. The Suffolk Business Breakfast was brilliantly hosted by Larking Gowen , with Andy Collings - Leadership and Sales Development, CEO of Dale Carnegie, speaking about motivation, discipline, consistency and marginal gains. A couple of things really stuck with me. > Improve something by just 1% each week, compound that over a year, and you end up roughly 68% ahead of where you started. > And motivation is one thing. Having the discipline to stay disciplined on the goal you’ve already decided matters is another. Big ambition matters. So do the small gains, focus and consistency that actually get you there. A few reflections in the video 👇
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Si Muddell shared thisWhat. If you don’t fancy watching my ugly mug for 2 mins on the vid (who would blame you!), here’s a quick summary. > I am asking for a wee bit of your money! A group of us are raising money for the amazing Noah's Ark Children's Hospice in North London. Why. They do amazing work. It costs £19k per day / £7m per year to run, and they were incredible for my friends Adam Russo and Narelle, and their beautiful son Ethan, who sadly passed, way too young. A bit more info. In the last 18 months, a small group of us have raised an incredible £78,160 for the hospice by doing a number of pretty epic road bike challenges. And, in a few weeks, we are doing another ride (a mere 100 miles this time lol). It would be incredible and hugely appreciated if we could get our donation total over the £100k mark, and importantly, more much-needed ££ for the hospice. How. I’ll drop the link in the comments. Pls do add your name so we can thank you personally. 🙏 🙏 🚵♀️ 🌬️
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Si Muddell shared this10x Is Easier Than 2x by Dan Sullivan and Benjamin Hardy is a book I’ve gifted and recommended a lot. I keep coming back to it whenever I need to get out of the weeds, lift my head up and think a bit bigger. What I like about it is that 10x thinking isn’t really about “more”. It’s about thinking differently. What would it take to 10x customer experience? Operational efficiency? Profit? Impact? Growth? And, importantly, what would you need to STOP doing to get there? That’s the bit I find really interesting. Because doing more of the same thing, just harder or faster, probably isn’t going to get you somewhere radically different. Sometimes you need to get a bit ruthless. Work out what’s actually driving impact, what isn’t, and what you’re still doing simply because that’s how it’s always been done. I’ve written a few thoughts on that, the 80/20 rule, Steve Jobs, AI, working smarter rather than harder, and why aiming for 10x can be useful even if you end up at 3x or 4x.10x thinking: why thinking bigger might mean doing less10x thinking: why thinking bigger might mean doing less
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Si Muddell shared thisSome musings from me on why staying curious and asking good questions matters, at work and in life generally. The more experience I get, the more I think this matters: “Experience shouldn’t make you more convinced you know all the answers. It should make you better at asking the right questions.” So said me, apparently, in this here video. Ask more so you can listen more, so you can learn more. P.S. First video of me on here. Be kind 😉
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Si Muddell shared thisLove this and it made me chuckle (and, I have to admit, I’ve always loved a Venn too 🤫!)
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Si Muddell shared thisShould be a great event - super interesting insights and a very pertinent subject both in and outside of the FS sector. I very much enjoyed playing my (small) part in the creation of this. Big hand to our brilliant research team for the insights. If you are available and the topic of the trust gap between the speed technology is accelerating versus the trust consumers have in it (and therefore wider adoption of it for the bigger financial actions on a persons behalf), is of interest to you. Click on the link 👇 and signup. The panel team are fantastic.Si Muddell shared thisSign up to our event as part of Leeds Digital Festival 2026 below 👇 🎫
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Si Muddell reacted on thisSi Muddell reacted on thisDay One of the Horizontal Digital Europe off-site team meeting has been a great opportunity to connect… and find traitors! More importantly, working towards a strong finish for ourselves, our partners, and our clients in the final quarter of 2026. Roll on tomorrow… Thanks to Lucy Evans & Alex Ellis for arranging! #teambuilding #horizontaldigital #team #collaboration George Smith Andrew Cook Sam Gibbs Christie Cluett Nitaya M. Gautam Bulchandani Dan Wilkinson Yomi A. James Gallimore Benjamin Grover
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Si Muddell reacted on thisSi Muddell reacted on thisI'm very excited to say we're launching Subtext - A Creative Intelligence Firm! We combine AI technology and the science of story to unlock brands creative potential. Lots of exciting product and service offerings to follow soon...
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Si Muddell liked thisSi Muddell liked thisOne brand, three very different audiences. + Senior buyers with five minutes to judge whether you're worth a conversation. + Procurement and digital teams who'll read every page of your credentials. + Your own people, who need to feel proud to share it. When we worked on the new 7DOTS identity, those three groups were our brief. Before any design work, we agreed on three questions to measure it against: + Do people understand what makes 7DOTS different? + Do the right prospects feel it's for them? + Does the team feel proud to share it? That's Business to People in practice. You don't design for a market category, you design for the people who choose you, work with you and bring your brand to life every day. Have a look at the full case study on our website Link in the comments!
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Si Muddell reacted on thisWe're hiring! We Are Intrinsic is growing, and I'm looking for a Paid Social Executive to join our team in Leeds. When we set up the agency, we wanted to build something genuinely client first: long term partnerships, fewer layers, and a team that's proud of the work it does. This role is a big part of that next step. You'll be hands on across Meta and TikTok for a range of clients: building and optimising campaigns, running creative tests, and turning the data into insights clients can actually act on. What we're looking for: • 2 to 4 years' experience running paid social campaigns • Strong knowledge of Meta Ads Manager and TikTok Ads Manager • Someone who loves digging into the numbers and explaining what they mean • Google Ads or Microsoft Advertising knowledge is a bonus, not a must The details: 📍 Leeds, hybrid 💷 £32,000 to £36,000 If you don't tick every box but think you'd be a great fit, I'd still love to hear from you. Apply via the link below or drop me a message. And if you know someone who'd be perfect, please tag them or share this post. 🙏 #Hiring #PaidSocial #LeedsJobs #DigitalMarketing
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Si Muddell reacted on thisSi Muddell reacted on thisA very wise friend said to me this morning that our only comfort zone is the one we know and it can get a lot bigger at anytime. And mine certainly did that this morning! Was fab to take to the stage as part of #leedsDigi26 this morning and share our whitepaper insights exploring the Technology Trust Gap in Financial Services. Such a lively discussion with all attendees. With the rate of tech adoption by brands getting faster everyday there is such a pressure to join that rush but if our customers are telling us anything it's to slow down and listen and meet them where they are; not where the efficiencies are. Standard marketing right?! A big thanks to the wonderfully smart Lauren Pyrah and Will Tisdall who joined us today. Was a pleasure; let's do it again sometime! Enjoy Digital
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Si Muddell reacted on thisSi Muddell reacted on thisWant to know how to win School of Thought? What about why insurance company advertising is rubbish? Or why Phil used to get birthday cards from a West Highland Terrier? The brilliant Phil Cookson and I cover all this and plenty more in the latest episode of Marketing Room 101... Available now wherever you get your podcasts 🎧
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Si Muddell reacted on thisSi Muddell reacted on thisWhat a morning! Thank you to everyone who attended The Technology Trust Gap sold-out event earlier today as part of Leeds Digital Festival. Special thanks to our very own Christina Miller for leading such an insightful discussion, and our guest speakers Will Tisdall and Lauren Pyrah for their valued perspectives, which sparked some really interesting conversations 🙌 A full recording of the event will be available on demand soon; stay tuned 👀
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Si Muddell reacted on thisSi Muddell reacted on thisI know I’ve got to say this given Enjoy Digital are hosting it. But, what a cracking level of insights and discussions from Christina Miller, Will Tisdall and Lauren Pyrah this morning on the technology trust gap in the finance sector. 🤓
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Si Muddell liked thisSi Muddell liked thisInsightful morning at The Technology Trust Gap in Financial Services with Enjoy Digital. Interesting to understand the expectations of the customer relationship relating to AI and particular, the need for a human escape hatch. Thank you to the speakers Lauren Pyrah and Will Tisdall for an interesting debate as part of Leeds Digital festival Amy Dermody
Experience & Education
Licenses & Certifications
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An Introduction to Marketing
Coursera Course Certificates
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Level A1 Spanish
Excela Spanish School, Buenos Aires
Issued
Volunteer Experience
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Volunteer Leader
The Scouts
- Present 2 years 2 months
Children
Two of my three boys are in the scouts (Cubs & Beavers) - as someone who learnt so much within cubs and scouts as a lad, I wanted to support with the local group. Super rewarding.
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Fundraiser
Noah's Ark Children's Hospice
- 1 month
Children
11 of us rode to Paris from Calais (360km) and raised a staggering £28k for the amazing Noah’s Ark Hospice in North London.
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