https://graystoneconsultants.com/writing/ Occasional essays from Jason Sasso on messaging, lean marketing teams, and marketing from what you stand for. en-us https://graystoneconsultants.com/writing/numbers-went-up https://graystoneconsultants.com/writing/numbers-went-up Thu, 24 Sep 2026 12:00:00 +0000 Why so much “performance” marketing performs for the report instead of the company, and what a lean team should measure instead. https://graystoneconsultants.com/writing/ai-cant-recommend https://graystoneconsultants.com/writing/ai-cant-recommend Thu, 24 Sep 2026 12:00:00 +0000 Search is changing fast. The fix isn’t a new tactic. It’s the oldest one in marketing: knowing exactly who you are and saying it the same way every time. https://graystoneconsultants.com/writing/mission-after-the-sale https://graystoneconsultants.com/writing/mission-after-the-sale Thu, 24 Sep 2026 12:00:00 +0000 For 25 years, Ben & Jerry’s was the proof that a mission could survive an acquisition. This year a court read the fine print. Here’s what founder-led companies should take from it before their own exit. https://graystoneconsultants.com/writing/marketing-problem-is-messaging https://graystoneconsultants.com/writing/marketing-problem-is-messaging Thu, 24 Sep 2026 12:00:00 +0000 And that's a bigger problem than you think. https://graystoneconsultants.com/writing/profit-is-fuel https://graystoneconsultants.com/writing/profit-is-fuel Thu, 24 Sep 2026 12:00:00 +0000 A challenge to the idea that the purpose of business is simply to make money — and why your customers stopped believing it before you did.