The Brief Was Always the Hard Part
AI users are now running into the same problem agencies and designers have faced for decades: knowing what you want, and saying it clearly.
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Muhammad Karim · London, UK
Marketing, behaviour, building things.
Notes from 20+ years of growing brands, launching products and leading teams, and from the ongoing work of becoming a little better each day.
Recent writing
All posts-
AI and the Global South: What Amini and Thaura Represent for Justice and the Climate
We usually talk about AI in terms of scale: bigger models, more data, ever-larger data centres, shaped by the priorities of the Global North.…
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Why AGI Will Never Be Realised
AGI is usually framed as a question of scale: more data, more compute, better models. But intelligence is shaped by emotion, embodiment, experience and…
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The Door Opens… Then Slams Shut: How Moral Licensing Sabotages Progress
In 1874 Elizabeth Thompson’s The Roll Call caused a sensation, and she came within two votes of the Royal Academy. Then the door slammed…
About
Hi, I’m Muhammad.
I’m a marketer and entrepreneur, a father of two, and a tech and marketing geek at heart. I was born and raised in South Africa, and I’ve lived and worked in the UK and Turkey too. Each place taught me something new about people, and about what great marketing looks like.
For over 20 years I’ve helped brands grow, launch new products and connect with people in ways that matter, at Mars, Unilever, the BBC, TRT World and UNICEF UK, and in businesses of my own.
I believe in great stories, smart systems and kind teams, and I’m always learning. Right now that means behavioural economics, CRO and retention. This site is where I share what I’m learning, and what I’m still figuring out.
The day job
Brands built. Audiences grown.
Launches and campaigns for Mars, Unilever, Patak’s, BBC World Service, TRT World, tabii and UNICEF UK.
See the portfolio7M+followers in a year, TRT World
£5MTwix Fino launch, Mars
+50%promoted viewing, BBC
20+years in marketing
In their words
All recommendations on LinkedIn“His reliability, dedication and character are rare to find. Any team would be blessed to have him.”
“Muhammad’s strategic thinking, attention to detail, and strong leadership skills have significantly contributed to the success of our global brand launch.”
“His drive, focus and attention to detail ensured that we were able to deliver all the artwork, on time, to all the countries.”