Matt Wilkinson·Sep 24The Empty ChairTwo minutes into a first Teams call with someone I have never met, I am sat staring at an empty chair.
Matt Wilkinson·May 28Your buyer segmentation is two dimensional and that’s a problemTwo procurement managers sit on your account list this quarter. One signs off purchases at an academic medical centre. The other runs…
Matt Wilkinson·May 21You won the room, but missed the buying committeeThis is a (stylised) story about a product launch that should have worked.
Mike Holden·Nov 28, 2025Unpopular opinion: Marketing personas often feel phony to meFocus on frequent interactions with real customers, not static profiles with names that sound like MuppetsA response icon1
Matt Wilkinson·Oct 9, 2025Stop Playing Safe: Why Marketing Needs Personas, Archetypes — and a BackboneMost life science marketers are still stuck in a safe zone: feature lists, spec sheets, clinical claims. It’s not wrong, but it’s not…
