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THE FIELD JOURNAL / ROBB LUTHER
Notes from the road to a better customer journey.
I write about B2B strategy, customer progress, useful marketing, AI, and the ideas that help teams stop guessing.
LATEST NOTE
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You Can't Read the Label From Inside the Jar
You can't read a label from inside the jar. It's a coaching-poster line, and I'd skip it, except it's literally true about your company, and frankly, I love analogies and this is a great one.
Read the full note →FROM THE JOURNAL
Recent writing.
Ideas, observations, and practical lessons for people building the road ahead.
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July 18, 2026 / B2B Strategy / 5 minute readThe Growth RoadmapMarketing budgets are being committed against that window right now. Which makes this the wrong moment to buy the wrong kind of work.↗03
June 17, 2026 / B2B Strategy / 5 minute readManufacturing Marketing Strategies - Do This FirstMarketing communications (Advertising) is a megaphone. It makes whatever you point it at LOUDER.↗04
March 16, 2026 / Business Growth / 6 minute readAI Compounds the Dunning Kruger EffectThe promise of AI-driven efficiency is alluring. But what if the tools meant to make us smarter are quietly amplifying what we do not know?↗05
February 28, 2026 / Perspective / 5 minute readWill we even need a drill?AI is not just a faster way to make the tool. It may give your customer the outcome without the tool at all.↗06
November 13, 2025 / Customer Journey / 7 minute readMission Aligned, ROI Driven Content CalendarsStop Funding a Black Hole: Why Your Content Calendar Lacks Predictable ROI↗
Visit the complete Field Journal July 18, 2026 / B2B Strategy / 5 minute readThe Growth RoadmapMarketing budgets are being committed against that window right now. Which makes this the wrong moment to buy the wrong kind of work.↗03June 17, 2026 / B2B Strategy / 5 minute readManufacturing Marketing Strategies - Do This FirstMarketing communications (Advertising) is a megaphone. It makes whatever you point it at LOUDER.↗04March 16, 2026 / Business Growth / 6 minute readAI Compounds the Dunning Kruger EffectThe promise of AI-driven efficiency is alluring. But what if the tools meant to make us smarter are quietly amplifying what we do not know?↗05February 28, 2026 / Perspective / 5 minute readWill we even need a drill?AI is not just a faster way to make the tool. It may give your customer the outcome without the tool at all.↗06November 13, 2025 / Customer Journey / 7 minute readMission Aligned, ROI Driven Content CalendarsStop Funding a Black Hole: Why Your Content Calendar Lacks Predictable ROI↗ABOUT THE WRITER
I'm Robb Luther.
For 25 years, I've worked where customer journeys, marketing strategy, and business growth meet. This journal is where I share what I'm learning—plainly, practically, and with room to change my mind.
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