Six patterns of marketing that does not work, and what firms did about each one. Marketing white papers on each, in English and Arabic.
Every firm that takes the diagnostic lands in one of six patterns. These marketing white papers cover one pattern each, in English and Arabic. Each one names the pattern, shows how firms like yours fell into it, and sets out the move that got them out. Not a brochure. No Cush case studies inside; those are on the Proof page.
Outgunned
You are credible and you keep losing work to firms that market themselves better. The paper on why that happens to good firms, and the three moves that level it.
The Leaky Pipeline
The top of your funnel works better than the middle. Enquiries come in and go cold. The paper on follow-up, tracking and the gap between marketing and sales.
The Invisible Expert
Your firm knows its subject deeply and almost none of that knowledge is visible to the market. The paper on turning what you know into what buyers find.
The Referral Trap
Referrals carried the firm this far and they are also its ceiling. The paper on building a second route to clients without losing the first.
The Social Treadmill
Effort goes into channels that reward volume, not depth. The activity is real and the return is not. The paper on getting off the treadmill without going silent.
The Fundamentals
When no single weakness stands out, the answer is the foundation: one outcome, one owner, one route from first contact to signed contract. The paper on getting the basics in place.
Not sure which one is yours? The two-minute diagnostic tells you, and sends the right paper.
The podcast where these ideas get argued in public first.
Aziz hosts The Impact Lab, an Arabic-language podcast on business and entrepreneurship, and runs a live Business Clinic on X and TikTok where founders bring a marketing problem and leave with a plan. Everything on this site was tested there before it was written down.
Where should we send the paper?
One email with the PDF in the language you choose. We may follow up once about it. Nothing else.