Cross-border growth is rarely a straight line. Spring 2026 in Riga, I sat down with leaders and exporters at the Latvian Chamber of Commerce and Industry to discuss a topic often avoided in boardrooms: marketing mistakes. In cinematography, a mistake is simply a “mis-take”. It means the scene did not land quite right, so you …
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In 2015, I stood in the boardroom of a major bank. Our agency turnover had hit 2 million euros, and I was presenting a report full of green arrows: reach was up, engagement was soaring, and our designs were beautiful. Then the CEO leaned forward and asked: “Mari-Liis, how is any of this actually useful …
The most frustrating experience for any marketer is watching a perfectly crafted campaign fail to land. You may have the data, the strategy, and the creative assets in place, yet the audience still misses the point. Usually, this happens because of a breakdown in the “final mile” of delivery. Marketing success depends more on the …
For many small business owners, the marketing to-do list feels less like a strategic plan and more like an endless, exhausting demand. Youāve likely heard the advice: you need to be posting on every platform, optimizing for every algorithm, and chasing every new trend just to stay visible. But in reality, trying to do “everything” …
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