Series

The Austrian Defense of Marketing

What is value? What is a price? What does money actually communicate? You probably can't define any of these cleanly. Neither can most marketers. The Austrian school worked it out a hundred years ago. This series is what happens when you apply their answers to modern marketing.

Part 1 · May 9, 2026

What Value Is. And Where It Lives.

Marketing is the creation of value through communication. Most of what passes for the discipline doesn't pass that test.

Part 2 · May 15, 2026

Your Company Is a Central Planner

Most marketers are trying to solve the wrong problem. They think it's figuring out what customers want — when the actual problem is acting on what customers are already telling you, faster than your competitors can.

Part 3 · June 8, 2026

Value Is Invisible. So Is Marketing.

When things get tough, marketing is the first budget cut. What looks like discipline is usually a measurement bias — and the value you destroy is real even when it's invisible.