Twenty-five years ago, I joined the Economist Intelligence Unit as one of their first editors in a new team called custom publishing. Back then, the thing we now call thought leadership didn't even have a name.

But the need was there for people who understood how to use research and insight to build a brand's reputation. I helped The Economist to build that capability. Then I co-founded FT Longitude, a £10m thought leadership agency that also became a recognised leader in its space, ultimately attracting the attention of the Financial Times. Longitude became FT Longitude in 2022.

Why I started Resonant

The market is flooded with mediocre content. Too much of it follows the same tired recipe: platitudes rehashed as insight, reports stacked with more charts than anyone asked for. Only 15% of decision-makers rate the thought leadership they read as very good. Most people see a boring report and hit delete.

I don’t blame companies for falling into this trap. I've worked with some genuinely brilliant people who wanted to do better. The problem is the model itself: too much time spent on process, another survey, another report, and not enough on the things that really matter.

A different model

It's time for a fresh approach. Resonant isn't set up to sell you a project. It's built to help you create a platform, a capability that gets stronger every time you use it.

B2B marketing teams deserve something better than another report destined for oblivion.

Better starts with a strategy that brings purpose and clarity to everything you publish. Better means truly understanding what your audience is interested in, how they want to consume content, and how to make your brand's insights stand apart.

That's the vision that Resonant was designed to deliver for our customers.