FICTIONAL DEMONSTRATION · Porcelain / The Manifesto · CMOHow to build your CMO website ↗Choose this design ↗

See this design with a leader like you. Choose a designation, industry and market, and the same layout reloads with a fictional leader’s story written for that combination.

DesignationIndustryMarket

How to adapt this page to your own career

Choose an argument with a real tension, such as the cost of cancelling booked media or the responsibilities behind shared material. Develop the alternative fairly before explaining your position. A longer essay should reveal reasoning beyond the short case, not repeat the same result with stronger adjectives. Keep selected experiences and observations within their actual scope. Where a customer story or incident is involved, use only information you are authorised to publish and obtain the relevant specialist review before turning a private event into a public account.

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The leadership journal

The communication decisions that deserve a longer argument

Insurance reputation · 2026-09-16 · 5 min read

A booked advertisement does not settle whether an insurer should speak

The cost of stopping a campaign belongs in the decision, but it cannot determine whether the message still fits the customer's circumstances.

Intermediary relationships · 2026-06-23 · 5 min read

A shared logo does not create a shared communication process

Insurer and intermediary relationships need workable ownership of material, revisions and withdrawal, not only a common visual identity.

Customer stories and reputation · 2026-03-18 · 5 min read

A customer's claim is not automatically a brand asset

Listening to an insurance experience and choosing to use it in advertising are different decisions, with different responsibilities and alternatives.