In Practice — AI for Marketers Who Already Know Marketing

The Problem

The problem is everything that comes after believing AI can help.

You already know AI can make your marketing better. You've seen enough to believe that. The problem is everything that comes after that belief. You're not behind because you're not trying. You're behind because nobody is helping you use any of this in a way that connects to real marketing thinking.

That gap has consequences. Your content output goes up but your distinctiveness goes down. You spend more time managing AI than you do thinking strategically. And the anxiety of feeling like the space is moving faster than you can keep up with becomes a constant low-grade drain on the work you actually want to be doing.

The tools aren't the problem. The missing layer — the one that connects AI capability to genuine marketing judgment — is.

The Solution

That missing layer is what I build.

Strategy, Execution, and Analytics — with your brand sitting upstream of all three.

Whether it's a focused Strategy Sprint that diagnoses exactly where your marketing is breaking down and delivers a one-page action plan within 48 hours, a done-for-you AI system built around your specific business, or an ongoing filter through In Practice — my approach runs everything through the same foundation.

That's not a framework I invented to sound interesting. It's how good marketing has always worked. AI just makes each layer faster when the thinking behind it is right.

Why This Is Different

The objection I hear most is a reasonable one.

The objection I hear most is a reasonable one. You've read the books, hired the consultants, bought the courses. Something helped for a while and then stopped, or never quite translated to your specific situation. I understand that. Most marketing frameworks are built for a generic business. They're designed to be sold at scale, which means they're designed to fit everyone — which means they fit no one particularly well.

I got into this work because I kept watching smart, capable marketers make the same preventable mistakes — not because they lacked talent, but because they lacked the right context. I spent over a decade at Ogilvy, Havas, and in fintech watching what actually moves people to buy and where marketing quietly breaks down. When AI entered the picture, I saw both a new set of tools and a new set of mistakes waiting to happen. Most AI content is made for beginners. Most marketing content ignores AI entirely. I wanted to build the thing that sat at the intersection — for people who already know their craft.

What I promise is this: you will leave every interaction with something concrete. A clearer diagnosis, a sharper strategy, a tool that actually works in your specific context. Not a deck full of recommendations you have to figure out how to implement. Not a methodology you have to spend six months learning. Something you can use this week.

What People Say

From people who already know marketing.

"I've worked with strategists who took three weeks to tell me what Rouk told me in an hour. The Sprint felt almost uncomfortably fast — but everything in the action plan was right. I've been implementing it for two months and it's the first marketing plan I've actually followed."

"I was skeptical that a framework could apply to my business specifically. It did. What surprised me was that Rouk didn't try to fit my situation into a template — he found the template inside my situation. That's a different thing entirely."

"I joined In Practice expecting content. What I got was a system. The tools are built around real marketing logic, not just AI tricks. For the first time in two years I feel like I actually know what I'm doing with all of this."

How I Work

Most marketing help is slow by design.

There's a long discovery phase, a strategy phase, a presentation phase, a revision phase. By the time you have a recommendation, three months have passed and the market has moved. I work differently.

Everything I do is built around Sprints — focused, bounded engagements with a defined input, a defined output, and a hard deadline. A Strategy Sprint is 60 minutes of diagnosis across your positioning, messaging, content, AI usage, and resources, followed by a one-page action plan and a custom AI tool delivered within 48 hours. That's it. No retainer required to get started. No six-week onboarding process. The constraint is the point — it forces clarity on both sides and produces something you can act on immediately rather than something you file and revisit someday.

The competition sells process. I sell outcomes with a deadline.

Pick the one that matches where you are right now.

If you want to understand exactly where your marketing is breaking down and leave with a clear plan to fix it — book a Strategy Sprint. One session, one deliverable, 48-hour turnaround. If you want ongoing access — tools, weekly calls, and a filter for everything happening in AI and marketing — join In Practice for $20 a month. Both start the same way: with something concrete you can use immediately.

Book a Strategy Sprint Or join In Practice — $20/month

Not sure where to start? Start here.

P.S.

The marketers who figure out AI in 2026 are going to look very different from the ones who didn't. Not because AI is complicated — it's not. But because using it well requires the same thing good marketing has always required: clear thinking about your audience, your positioning, and what you're actually trying to accomplish. That's not something a tool gives you. That's something you either bring to the tool or you don't. My job is to make sure you bring it.

AI is only as good as the marketing thinking behind it.