Insights

Writing that thinks out loud

Essays on how decisions actually get made inside organisations — and what to do when the obvious answer isn't working.

FeaturedLoyalty 12 min read

Your Loyalty Programme Isn't Underperforming. It's Standing Still.

Most loyalty programmes don't fail with a bang. They become less relevant gradually. Here is why stagnation is usually a change-management problem — and why the next relaunch won't save an organisation that cannot move.

MN

Martin Ngoni

September 14, 2026

Read article
Culture, Not Campaigns: Why Loyalty Adoption Is a Change-Management Problem
Loyalty11 min read

Culture, Not Campaigns: Why Loyalty Adoption Is a Change-Management Problem

Most loyalty programmes are measured as marketing outcomes, but adoption is a behaviour-change problem. When organisations move to a new programme, culture is often the variable that determines whether the change sticks — and the asymmetry between head-office dissatisfaction and frontline cost of change is a warning sign for any loyalty transition.

September 10, 2026Read
Why Most Loyalty Programmes Underperform — and What the Best Ones Do Differently
Loyalty12 min read

Why Most Loyalty Programmes Underperform — and What the Best Ones Do Differently

Most loyalty programmes fail not because rewards are too expensive, but because they were never designed to change behaviour in the first place. Here is what separates the programmes that earn their place on the P&L from the ones that quietly erode margin.

July 18, 2026Read
The Loyalty Problem Nobody Wants to Talk About: Bad Customer Data
Data11 min read

The Loyalty Problem Nobody Wants to Talk About: Bad Customer Data

You can have the most sophisticated loyalty strategy, the most compelling rewards and the most elegant CRM platform — and it will still underperform if the customer data underneath it cannot be trusted. Here is why data quality is the discipline everything else depends on.

June 29, 2026Read
Your Loyalty Programme Is Not the Problem. Your Customer Engagement Might Be.
CRM12 min read

Your Loyalty Programme Is Not the Problem. Your Customer Engagement Might Be.

Businesses invest heavily in loyalty platforms and rewards, then wonder why members stay passive. The missing piece is often not the programme itself. It is the CRM and engagement layer that turns customer data into action.

June 11, 2026Read

Insights, every other Tuesday

One essay on decision-making, strategy or leadership. No promotions, no filler, and one click to leave whenever you like.