Julian March

AI's trough of disillusionment might not be all AI's fault

Many AI projects aren’t failing because of AI, but for the same reasons technology projects have always struggled.

The ex-journo's guide to being a press officer

In May 2025, I channeled years of being a TV news producer into being a press officer

Levelling up from NPC: the new leadership dividend is influence

Nowadays there's a new way to level up from NPC to playable character, and it's called influence.

The internal brand story: source code for culture and strategy

If your brand story only lives in the marketing function, you’re missing its most powerful use.

What Donald Rumsfeld can teach us about resilience

It turns out a former US Defense Secretary has a neat way of understanding change and building resilience.

The two types of attention to transform how you communicate and lead

The pyramid and the arc - two parallel shapes for good storytelling

What is a brand story, why you need one, and how to create it

A brand story is the connective tissue between your culture and your commercial ambition.

How to use ChatGPT as your Content Coach

With the right technique, you can turn ChatGPT into a coach that helps you craft authentic content that's actually you and your thinking, rather than a homogenised heap of web scrapings.

How to build a Leadership Communication Habit which sticks

Let’s enshrine communication as an act of leadership.

Bringing a newsroom culture to your business storytelling

Bringing a newsroom culture to your business storytelling can transform the way you connect with your audiences (clients, investors, staff) and accelerate your strategic imperatives.

Tips for leading, and leading within, a matrixed environment

Love them or hate them, you’ve got to live with matrices, because in a business which relies on collaboration, you can’t just have vertical interfaces — that’s the stuff of silos.

5 techniques for building a business narrative

Here are five techniques for constructing a business narrative.
You can use these in almost any business context.