Still Works

Earlier this year, a leadership team sat around a table mapping out targets for the year ahead. They were discussing a competitor doing something bold—new positioning, a flashy launch, the works. Naturally, the conversation turned to whether this would work for them. Two of the directors, both with decades in the industry, exchanged a knowing glance. This wasn’t new. They’d seen a similar strategy from a fast-moving challenger years ago. It looked exciting back then too—until it crashed and burned because of a subtle but critical flaw. They explained the flaw. They explained why it failed. The rest of the leadership team nodded, the meeting moved on… and that moment was lost forever. What never made it to marketing was a golden opportunity: A chance to share a smart, experience-backed counterpoint to a market trend. A way to clarify the company’s position, grounded in deep industry knowledge. A timely, relevant…

There’s a moment that plays out in marketing teams everywhere. You produce a solid blog post. It’s smart, well-structured, even gets a few internal thumbs up. Then… nothing. A couple of likes. A polite share from someone in leadership. One salesperson posts it—with no edit—and it sinks quietly into the noise. Someone says, “Let’s just publish more.” Wrong diagnosis. Wrong fix. You don’t need more content.You need that content to move further, faster, and in more voices. Velocity beats volume—every time Here’s how we think about velocity at Still Works: Velocity is one strong idea travelling further—spoken in a thousand voices. Not a thousand pieces of content that are never spoken. That means content shows up: In the brand voice (yes, publish the blog) In the voice of the leadership team (edited, reframed, relevant) In the voice of each salesperson (personalised, insight-driven, human) This isn’t content marketing as a silo.…