Hi, I'm Mete. I do demand generation for a living, and I like building things with AI.

Pipeline. The part of marketing where the numbers have your name on them.

• ClassPass
• Playlist
• SolarWinds
• FreeAgent
• Airtable
• TUDN
• Total Mortgage

A few things I've come to believe. Argue with me about any of them.

• Judgement

  Knowledge got cheap this year. Judgement didn't.

  Anyone can ask an LLM anything and get a decent answer. What's still scarce is knowing which answer to trust, what to check before you act on it, and what to actually do on Monday morning.

• Data

  The edge is living in the data

  Every marketing team has senior people. They're just swamped with meetings. The person who actually reads the campaign numbers, the sequences and the routing rules every week is the one who finds the money.

• AI search

  AI visibility is the new search

  When a buyer asks ChatGPT or Perplexity for options and you're not in the answer, that costs more than a bad ranking ever did. Most companies have no idea what those tools say about them. It's worth finding out. It's often surprising.

• Copy

  People care about themselves and the people around them

  Not about the seller. Every piece of writing that works starts from the reader's side of the screen. Everything that doesn't starts with "we're excited to announce".

• Building

  Build it and find out

  I change my mind on evidence, and nothing has ever changed it faster than AI did. Building something in an evening, putting it out there anonymously, and watching real people react to it. I have more ideas than time, so there's usually one being tested somewhere in the background. That part, build it and find out, is the thing I love most about all this.

Things I've made for myself, mostly to see if they'd work.

• Voice

  A voice recorder that talks to Notion

  I say things into a little recorder during the day: to-dos, ideas, reminders, what I had for lunch. Overnight an AI job reads it all and files the tasks and ideas in Notion where they belong. If I mentioned a time, it puts a reminder in my calendar. If I mentioned food, it keeps a log, which is interesting to look back on later. A year ago that would have sounded futuristic to me. Now it just feels normal, which is the interesting part.

• Learning

  A personal AI course, taught by an AI

  I asked Claude to work out what I didn't know, build a 12-week course to fix it, and teach it to me a couple of sessions a fortnight, with homework. It isn't like any course you can buy, because it was built from my gaps rather than a syllabus, and because it's about the fundamentals: giving a model the right context, keeping the judgement, checking the work. This page is one of the homework assignments.

• Lesson

  The thing I keep relearning

  The analysis gets fast and cheap. The judgement doesn't (for now).

• Next

  The garden

  I want the weeding and mowing to run on the same idea: a job that reads the Edinburgh forecast, works out which morning the grass will be dry enough to cut, and suggests a day based on my calendar, a log of what I planted and when, and something that identifies whatever is growing where I didn't plant it. So far the AI has strong opinions and no hands.

Family, hills, and the odd pizza.

Most of my time off is with my two kids, and it's the part of the week I look forward to most. Whenever we can we're out hiking somewhere in Scotland, which is about as good a place for it as exists. Every once in a while I make pizza from scratch, mozzarella on a passata base with mushroom, pepperoni and red onion, and so far nobody at the table has asked for a different cook.

We travel whenever we can, and I have a habit I've stopped trying to explain: in a new city, the first place I want to see is a supermarket. Everything in it is a decision somebody made about the people who shop there: what's on the shelves, what's new, what sits at eye level, what costs what. I can happily spend an hour reading product descriptions, and I find it relaxing. The same curiosity is why I read so much about human psychology, why people decide the way they do, and if I'm honest it's where most of what I know about marketing comes from, more than any marketing book.

I support Galatasaray and Manchester City, which gets me into conversations I didn't ask for. I played basketball for years and still follow it closely. And I lived in Brazil for a while, so my Portuguese is still in there, just a bit slower than it used to be.

If you want to talk about AI, marketing or dough, this is the one place I'm not hard to find.

Send me a note. I read and answer everything myself, and I'm always up for comparing notes with people working on the same problems. One thing, though. I like salespeople, I've worked alongside them my whole career. I just don't like being sold to. If you're reading this to work out how to pitch me, please don't. That's not how my brain works, and it's a waste of a good email or a phone call.

What happens to what you send: it lands in my inbox and my own records, is used only to reply to you, and is deleted after twelve months. Details in the privacy notice.