Latest strategies:
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The Hidden Cost of AI Growth
16–24 minutesAs the EU invests in AI gigafactories, France is confronting the land, water and energy behind digital growth. The challenge is to use AI where…
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How Anti-Waste Brands Make Imperfect Products Easier to Trust
11–17 minutesWhat B2B marketers can learn from NOUS anti-gaspi, Too Good To Go and Back Market about positioning, proof and conversion. There is something quietly interesting…
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When ESG Labels Are Not Enough
17–25 minutesFor years, the direction seemed clear. Sustainable finance was moving towards greater disclosure, more ESG products and stronger climate reporting. Companies, investors and financial institutions…
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GEO: Get Cited in AI Answers
5–8 minutesSearch is now two experiences stacked on top of each other. If you are a founder, your content can be used without being visited. And…
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Scaling in France 2026: profitability, structure, and ethics
5–8 minutesOver the last few years, I’ve worked with and around early-stage startups in France. Highly ambitious teams, usually product-strong, moving fast because they must. And…
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Designing Circular Campaigns in France
4–5 minutesEvery year, millions are poured into campaigns that vanish within weeks. A brief spike in traffic, a few clicks, then silence. It is the marketing…
Real-world tactics and insights for B2B marketers who value integrity, transparency, and positive impact.