Written for founders, CEOs, and executive leaders responsible for marketing investment and long-term business growth
Marketing decisions get reopened as priorities, providers, teams, and conditions change. The Spin examines what helps marketing direction hold so investment builds rather than resets.
Two ways to read The Spin
Essays explore marketing decisions, positioning, sequencing, and execution.
Articles examine how marketing works across industries, growth stages, transition moments, and commercial conditions.
Cornerstone essays
Essays establishing the core ideas behind Mindspin approach to marketing architecture.
- Why your marketing keeps restarting, even when the work improves
On the structural reason effort resets rather than builds, and what decision continuity actually requires. If one essay names what you’ve been experiencing, it’s likely this one. - Why more marketing activity makes the problem worse
On why adding channels, spend, or specialists often reduces clarity instead of improving it, even when each decision makes sense on its own. If you’re doing more but it’s getting harder to tell what’s working, this explains why. - The marketing problem that survives the replacement
On why the same frustrations survive new agencies, hires, vendors, and AI and other tools—and why repetition itself becomes part of the diagnosis.
Latest essays
Latest articles
Articles focused on industries, transition moments, and recurring business challenges will be added as they are published.
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About the author
Tanja Groos
Founder, Mindspin® Studio
Creator of Mindspin® Cortex™
Marketing strategist and designer with more than 20 years of corporate and digital design experience, focused on clarity, sequencing, decision continuity, and how business context shapes what good marketing requires.
Next steps
→ How We Work → See how direction moves into execution
→ Case Work → See the work and results
→ Services → See what Mindspin can execute and lead
→ Start a Fit Check → Determine whether Mindspin fits your situation
When good marketing advice is wrong for your business
Good advice can still be the wrong next move. Here’s how to tell whether the conditions fit your business.