Stève Cattin

Writing

Notes from the work.

Essays on leadership, marketing, and the occasional personal piece. Published when I have something honest to say, not on a schedule.

Framework · v2.0

The AI Marketing Ascendancy Framework

The framework I built for moving marketing teams from AI-curious to AI-confident – the challenges, a use-case library, a maturity model, and the economics. A living page now, not a post.

Open the framework →
Marketing 3 min

You don't need an agency yet

When a company scales, the marketing money often lands before the structure to spend it well. The fix isn't an agency – it's knowing what to ask for. Why the most expensive marketing is the kind you can't brief.

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Leadership
Leaving well is a knowledge problem
· 4 min
Leadership
Rebuilding the 5-15 with Claude and Slack
· 6 min
Personal
A long table in the south
· 5 min
Marketing
The most important KPI for marketers, six years later
· 7 min
Leadership
Stories are the operating system
· 6 min
Personal
We all saw it. No one should ignore it or normalize it.
· 4 min
Leadership
Creating Certainty in an Uncertain World: How Psychological Safety Shapes High Performing Teams
· 3 min
Marketing
Do you matter (to your customers)?
· 4 min
Leadership
Do something! How to make work progress when you feel stuck.
· 2 min
Leadership
It only takes 2 things to be a good manager
· 2 min
Marketing
The most important KPI for Marketers
· 4 min
Leadership
Make decisions faster at work: with a *ching*
· 4 min
Marketing
If growth doesn't grow on trees, where does it?
· 7 min
Personal
I'm here to inspire / be inspired. Not to fight.
· 3 min