Cecilia Weckstrom
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Strategy Execution

The messy middle between strategic intent and lasting results. Where transformation budgets get spent, where strategic plans get tested, and where most initiatives quietly fail—not from bad strategy, but from architecture that guarantees depreciation.
AI Will Make Your Marketing Team Faster. And Worse.
Marketing Transformation Featured

AI Will Make Your Marketing Team Faster. And Worse.

Three converging forces are opening a gap most CMOs haven't named yet.
29 Mar 2026 8 min read
Why Marketing Transformation Doesn't Scale
Marketing Transformation

Why Marketing Transformation Doesn't Scale

Most marketing transformation investments aren't wrong — they're incomplete. Better tools, better training, better specialists. Each looks more advanced than the last. None of them scale on their own. The question is what connects them.
01 Mar 2026 9 min read
Why Your Transformation Won't Outlast Its Creators
Transformation

Why Your Transformation Won't Outlast Its Creators

Transformation investments depreciate — not because people fail, but because of how the thing was built. Ask: would it work if the builders left?
01 Feb 2026 8 min read
I Spent 25 Years Watching What Lasts
Transformation

I Spent 25 Years Watching What Lasts

I kept seeing the same thing. A team would build something good. Real progress. Energy, focus, results. Then time would pass. Key people would move on. Attention would shift. And slowly — sometimes quickly — the thing would fade. Two years later, you’d hardly know it happened. I’ve watched this
12 Jan 2026 8 min read
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