Strategy · The Reversed Fibonacci
The Reversed Fibonacci #5: From playbooks to windmills
When the map becomes the territory and optimization runs out of road
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Feb 2026 — Present
5 essays on the work of building B2B marketing functions in SaaS, Cloud, Data and AI — long-form, opinionated, unsponsored. Currently exploring The Reversed Fibonacci series: how SaaS marketing optimized itself out of power, and how to recover it.
Current series
Five essays on the spiral that goes the wrong way — how a well-measured marketing function can compound itself into irrelevance, and what it takes to reverse the direction of travel.
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No. 042
16 April 2026
14 min read
Strategy · The Reversed Fibonacci
When the map becomes the territory and optimization runs out of road
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No. 042
16 Apr 2026
Strategy · The Reversed Fibonacci #5
When the map becomes the territory and optimization runs out of road
14 min read
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No. 041
26 Mar 2026
GTM Strategy · The Reversed Fibonacci #4
Why marketing is measured like a revenue function and controlled like a cost center
12 min read
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No. 040
19 Mar 2026
Attribution · The Reversed Fibonacci #3
How attribution became the invisible governance layer of SaaS marketing
12 min read
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No. 039
4 Mar 2026
Measurement · The Reversed Fibonacci #2
How SaaS marketing built a perfect system for optimizing the wrong thing.
12 min read
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No. 038
19 Feb 2026
Strategy · The Reversed Fibonacci #1
"When a measure becomes a target, it ceases to be a good measure." — Goodhart's law
15 min read
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