MadanyCo.™
A piece a day

I write here, every day.

Short pieces on marketing, business, and the craft of building things people want. Observed in the field. Written plainly. Published daily.

Today · piece 642

The org chart is the strategy

The deck says brand-led. The org chart has one brand person reporting to a performance director. Only one of those documents gets executed.

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Earlier pieces

  1. Editing is decidingCraft
  2. What a receipt tells youMarket
  3. Spend less, growOperator
  4. Thirty daysCraft
  5. What I had wrong about brandOperator
  6. Premium is a priceMarket
  7. Riyadh is not DubaiMarket
  8. What survives FebruaryOperator
  9. One lineCraft
  10. We do it because we did itInside
  11. Field notes, National DayMarket
  12. Everyone turns greenMarket
  13. A loan against next monthOperator
  14. The week beforeMarket
  15. Give away the useful thingInside
  16. The queue is the adMarket
  17. Structure, not sentencesCraft
  18. A Wednesday this yearMarket
  19. Who the purchase is forInside
  20. Arabic is not a translationMarket
  21. Cash is a trust instrumentMarket
  22. What the extra dashboard is forInside
  23. Jeddah, properlyMarket
  24. Short is harderCraft
  25. Fine creative, wrong promiseOperator
  26. The deadline does the sellingMarket
  27. Who says noInside
  28. One variableOperator
  29. Read the menuMarket
  30. Say it out loudCraft
  31. Budget before strategyInside
  32. Nobody is waitingMarket
  33. HarvestingOperator
  34. A plan and a requestInside
  35. The rate card has seasonsOperator
  36. Leave the list aloneCraft
  37. The first shop backMarket
  38. Whose peak it isInside
  39. Booked with the courierOperator
  40. The canteen is a tenderMarket
  41. Live in the quiet monthOperator
  42. The irreversible half of the planInside
  43. Nothing leaves the menuMarket
  44. When they ask for a reportOperator
  45. The total matchedInside
  46. The small pack's monthMarket
  47. The first four wordsCraft
  48. Two months of noticeOperator
  49. Somebody already forecast thisMarket
  50. What the offsite costInside
  51. Who named the adsOperator
  52. The offer you filedMarket
  53. The print shop monthInside
  54. The account I kept rebuildingOperator
  55. Feet grow, bags do notMarket
  56. What the template hidesOperator
  57. Nobody wants the cheapest oneCraft
  58. The plan lives on one laptopInside
  59. The school picks the shopMarket
  60. The list changed time zoneOperator
  61. The team in the invoicesInside
  62. Which half is profitableMarket
  63. The length of the monthOperator
  64. What comes back in the suitcaseMarket
  65. Twelve posts a monthInside
  66. Nobody here has ordered itOperator
  67. The name that left the roomCraft
  68. The kiosk rounds for youMarket
  69. The chairman's roadInside
  70. The stamp cardOperator
  71. Field notes, the desert roadMarket
  72. Message us for the priceOperator
  73. The HR calendarInside
  74. A holiday nobody decoratesMarket
  75. The app nobody opensOperator
  76. The levy in the leaseInside
  77. Fifty degrees in the vanMarket
  78. The word newCraft
  79. The name on the statementOperator
  80. First on the listMarket
  81. Two bosses, one planInside
  82. What counts as a resultOperator
  83. A wedding in the dead monthMarket
  84. No vendor, no lineInside
  85. Noon to midnightOperator
  86. Three stickers deepMarket
  87. The inbox knows firstOperator
  88. Due to circumstancesCraft
  89. The margin nobody reopenedInside
  90. The car in the atriumMarket
  91. Approved by the founderOperator
  92. Nouns on the agendaInside
  93. The price of waterMarket
  94. The ratio has a currencyOperator
  95. The weekend that cannot leaveMarket
  96. The free weeks in the dealInside
  97. Delivered to an empty houseOperator
  98. Write from SeptemberCraft
  99. Front row, back rowMarket
  100. Blamed on the summerInside
  101. Page three in SeptemberOperator
  102. Jeddah opens in RiyadhMarket
  103. The campaign from the founding yearOperator
  104. The call nobody wants to makeInside
  105. Cairo's summer tourist speaks ArabicMarket
  106. The radius did not travelOperator
  107. After the summer is a rankInside
  108. Bought on the way homeMarket
  109. Written for glareCraft
  110. Three years of reviewsOperator
  111. The tournament lands at twoMarket
  112. Opened to be seen inInside
  113. Asked from LondonOperator
  114. The compound talksMarket
  115. The first branch pays for itInside
  116. The new pin inherits everythingOperator
  117. The ballroom is fullMarket
  118. Paid for in JanuaryOperator
  119. The sentence that cost the mostCraft
  120. Read the leave chartInside
  121. An address with no doorMarket
  122. The date you come backOperator
  123. The retainer needs a briefInside
  124. The lease outlived the testMarket
  125. The account learns who stayedOperator
  126. Where Cairo spent EidMarket
  127. The Eid phone callInside
  128. The alert nobody unmutesOperator
  129. Delayed, with a dateCraft
  130. The customer is on the roadMarket
  131. Counted as the campaignInside
  132. Closed on the first dayOperator
  133. Jeddah before HajjMarket
  134. The pre-order is the forecastOperator
  135. The size of the boxInside
  136. The graduation tableMarket
  137. The even cutOperator
  138. The creator on the wrong lineInside
  139. Across the causewayMarket
  140. The word summerCraft
  141. The sticker on the menuOperator
  142. Read the comments under the adMarket
  143. Resignations follow the school yearInside
  144. Moving money between brandsOperator
  145. The freezer by the doorMarket
  146. Funded by what was leftInside
  147. Paid media in a borrowed voiceOperator
  148. The fullest Friday of the yearMarket
  149. Sorted by the kitchenOperator
  150. The brief is a voice noteCraft
  151. Exams run the officeInside
  152. The summer leaves twiceMarket
  153. Judged on the doorstepOperator
  154. The leave calendarInside
  155. The cooler is the shelfMarket
  156. A month of three weeksOperator
  157. Who could raise the priceMarket
  158. The number belongs to the cashierInside
  159. Renting the cardOperator
  160. A standard you can sayCraft
  161. Different by their measureMarket
  162. Silence needs a signatureInside
  163. Before they askOperator
  164. Specialty is the category nowMarket
  165. Better wins the weekOperator
  166. Everyone is a peace treatyInside
  167. The worst branchMarket
  168. Broad felt like ambitionOperator
  169. When they stop checkingInside
  170. Twenty years on the cornerMarket
  171. The size of the askCraft
  172. The first message is a receiptOperator
  173. The clause the distributor trustsMarket
  174. Permission not to answerInside
  175. Melted at the doorOperator
  176. The fishmonger your mother trustsMarket
  177. The price of a yesInside
  178. Too small for the dropdownOperator
  179. The fifth coffee shopMarket
  180. Whoever has it nowOperator
  181. Between the plumber and the auntCraft
  182. Which days get the emailInside
  183. Bigger than the nameMarket
  184. A message is not a leadOperator
  185. Nobody has to askInside
  186. The showroom is for the websiteMarket
  187. They only met the offerOperator
  188. A winter month for a decadeMarket
  189. Judged on thirty nightsInside
  190. Only ever met you at nightOperator
  191. No occasion to lean onCraft
  192. Sold by the gramMarket
  193. Finance's Ramadan begins nowInside
  194. One weekend, two occasionsOperator
  195. Egypt's biggest gifting dayMarket
  196. Nobody needed a driverOperator
  197. Sent from an empty officeInside
  198. Field notes, Eid morningMarket
  199. The buyer you have never metOperator
  200. Both, which means neitherInside
  201. Cairo goes home for EidMarket
  202. The gift note fieldCraft
  203. The free box slows the lineOperator
  204. The queue for new notesMarket
  205. Field notes, the last weekInside
  206. The tent empties earlyOperator
  207. Read the floor planMarket
  208. The night shift nobody invoicedInside
  209. Fixed price, moving costOperator
  210. The aisle changes handsMarket
  211. The listing says closedOperator
  212. The fifteen-second versionCraft
  213. The line that arrived signedInside
  214. The city that peaks in RamadanMarket
  215. The subscription does not fastOperator
  216. The easiest money of the yearInside
  217. The room sells twice a nightMarket
  218. Back by night tenOperator
  219. Decided by the second FridayMarket
  220. Officially off, still decidingInside
  221. Volume on the wrong nightOperator
  222. Nobody wrote the noCraft
  223. A holiday with no daytimeMarket
  224. Two owners, one iftarInside
  225. The second restaurant at oneOperator
  226. Field notes, Ramadan's first FridayMarket
  227. A promise made by a pageOperator
  228. Three days are not dataInside
  229. The day shortens by lawMarket
  230. Ten minutes at sunsetOperator
  231. Approved for a different dayInside
  232. The set menu on a full nightMarket
  233. Two lines for two nightsCraft
  234. The customer is not fastingOperator
  235. The hour before the cannonMarket
  236. Everyone's channel workedInside
  237. The app's deadline, not the moon'sOperator
  238. Post-iftar is three daypartsMarket
  239. The guest list, not the chartInside
  240. Duplicated with last year's datesOperator
  241. A season before the seasonMarket
  242. The segment nobody can buildOperator
  243. A month on the fridgeCraft
  244. Where the Ramadan money came fromInside
  245. Lunch has two weeks leftMarket
  246. The photo is from JulyOperator
  247. Read the gift listInside
  248. The price that makes the newsMarket
  249. Landed before the monthOperator
  250. Cast, not placedMarket
  251. Flat fee, lumpy yearInside
  252. One month, three businessesOperator
  253. Arabic takes more roomCraft
  254. Eaten in the carMarket
  255. The budget that grew on paperInside
  256. The account manager changedOperator
  257. Here until MarchMarket
  258. Rented visibilityOperator
  259. Reorganised five weeks outInside
  260. Field notes, the wedding hallMarket
  261. The old pack in the filmOperator
  262. Approved is not releasedInside
  263. Printed for one monthMarket
  264. Write the six seconds firstCraft
  265. The new agency rebuildsOperator
  266. The app's Ramadan pageMarket
  267. Year to date, day tenInside
  268. Drafted and pausedOperator
  269. Dressed for the guestsMarket
  270. Answering on the seventhInside
  271. Three times the budgetOperator
  272. The fasting shelfMarket
  273. A month to sit outOperator
  274. The customer replies in voiceCraft
  275. The first request of the yearInside
  276. Resolutions follow the weatherMarket
  277. The rota is the campaignOperator
  278. The review with two columnsInside
  279. The room's real priceMarket
  280. Every send spends somethingOperator
  281. The week the residents leaveMarket
  282. Read the out-of-officeInside
  283. Ask the driverOperator
  284. Name the day or say nothingCraft
  285. Christmas comes twice in CairoMarket
  286. Two sets of booksInside
  287. Nothing behind the bookingOperator
  288. The terrace monthMarket
  289. Declined on the nineteenthOperator
  290. The target nobody loweredInside
  291. Who is actually shutMarket
  292. Two weeks unsupervisedOperator
  293. Paid for the forecastInside
  294. The small market reads closelyMarket
  295. The sign on the doorCraft
  296. The Friday editOperator
  297. The brunch is the formatMarket
  298. The zero was never zeroInside
  299. Nothing left but the discountOperator
  300. When two calendars collideMarket
  301. The box was already boughtInside
  302. The ad that outlived its offerOperator
  303. Field notes, race weekendMarket
  304. Step down, do not switch offOperator
  305. The accent in the copyCraft
  306. Whoever is at their deskInside
  307. Delivered after the holidayMarket
  308. Flows do not read the calendarOperator
  309. The safe mistakeInside
  310. A Friday that starts at fourMarket
  311. The basket is a waiting roomOperator
  312. Only the colour was translatedMarket
  313. Fifteen clients, one FridayInside
  314. The empty box at checkoutOperator
  315. The asteriskCraft
  316. What is left on the railMarket
  317. When the group chat goes quietInside
  318. The address fieldOperator
  319. Never reached the shelfMarket
  320. Every creator has the same codeOperator
  321. November becomes the targetInside
  322. The stacked discountMarket
  323. The refused boxOperator
  324. Who holds the account on FridayInside
  325. A discount moves the clockMarket
  326. The forward outlives the offerCraft
  327. Advertising what you cannot sellOperator
  328. A day you do not ownMarket
  329. The competitor set your priceInside
  330. Eleven months darkOperator
  331. The window that did not changeMarket
  332. Which line it lands onInside
  333. Everyone bids on the same dayOperator
  334. Last year's priceMarket
  335. The warehouse writes the offerOperator
  336. Up toCraft
  337. The target chooses the discountInside
  338. The waiting weekMarket
  339. If you cannot pause itOperator
  340. Who holds the phoneInside
  341. The customer who does not eatMarket
  342. The share you do not signOperator
  343. The seller's yearMarket
  344. Thursday at fourInside
  345. Dark on paydayOperator
  346. Photograph what arrivesCraft
  347. After the showMarket
  348. The calendar on the wallInside
  349. Reconcile before you reportOperator
  350. The other festive seasonMarket
  351. Tuesday lunchOperator
  352. The cc lineInside
  353. The pickup queueMarket
  354. Nobody owns the size guideOperator
  355. No surprisesInside
  356. A statement in square metresMarket
  357. The first question is the priceCraft
  358. Changes at two in the morningOperator
  359. The office manager books DecemberMarket
  360. Paid in titlesInside
  361. Where accounts stallOperator
  362. The October numberMarket
  363. Cairo is celebratingInside
  364. A holiday the account cannot seeOperator
  365. The terraces reopenMarket
  366. Named after nothingOperator
  367. The pack is not a posterCraft
  368. Whoever had the timeInside
  369. Smaller, not lowerMarket
  370. One lever, two promisesOperator
  371. The review with no numberInside
  372. A green dessertMarket
  373. Still green on FridayOperator
  374. What is left on the shelfMarket
  375. The staff are the audienceInside
  376. Somebody is working todayOperator
  377. The greeting nobody readsCraft
  378. The number becomes the offerMarket
  379. A holiday in the run rateInside
  380. The month the film ateOperator
  381. Who stayed in AugustMarket
  382. Everyone buys the same TuesdayOperator
  383. The last person askedInside
  384. The permit is the shortlistMarket
  385. A Saudi return addressOperator
  386. Count the approversInside
  387. The number in the cornerMarket
  388. A name in two scriptsCraft
  389. Run from CairoOperator
  390. Which ArabicMarket
  391. Regional means DubaiInside
  392. The buyer decides NovemberOperator
  393. One poster, three shelvesMarket
  394. The August deckInside
  395. Planned on August numbersOperator
  396. The year starts this weekMarket
  397. What ran while you were awayOperator
  398. Written to be forwardedCraft
  399. Committed alreadyInside
  400. Field notes, the uniform shopMarket
  401. Friday's cookOperator
  402. The distributor's SeptemberInside
  403. The countdown has a licenceMarket
  404. Sample size of the adviceOperator
  405. The school run daypartMarket
  406. The deck and the buyInside
  407. Posted at eleven at nightOperator
  408. The same backpackCraft
  409. The September walletMarket
  410. Use it or lose itInside
  411. One peak fewerOperator
  412. Closed for the summerMarket
  413. Cheap traffic, wrong answersOperator
  414. The word phasedInside
  415. The city comes back in orderMarket
  416. The customer's summerOperator
  417. The last thirdInside
  418. The form decides the offerMarket
  419. An offer in one breathCraft
  420. The one-product ceilingOperator
  421. The fee for being seenMarket
  422. Signed while they were awayInside
  423. What breaks when nobody is checkingOperator
  424. The school year starts three timesMarket
  425. Four ideas, one customerInside
  426. Choosing, then solvingOperator
  427. August is the floorMarket
  428. Flat through the empty fortnightOperator
  429. Where the voice livesCraft
  430. Fielded in JulyInside
  431. Sold on the way outMarket
  432. Open when nobody is lookingOperator
  433. Hired in JulyInside
  434. A sale for the warehouseMarket
  435. Still runningOperator
  436. The number on the flyerMarket
  437. A day off in one countryInside
  438. Who meets the new priceOperator
  439. Six months in one sittingCraft
  440. Cairo is openMarket
  441. Left in chargeInside
  442. In line with seasonalityOperator
  443. The valet in JulyMarket
  444. The overlap hourOperator
  445. Set by someone with a summerInside
  446. Everything falls due at onceMarket
  447. The founder's week offOperator
  448. Where the agency wentInside
  449. Field notes, the North CoastMarket
  450. The auto-replyCraft
  451. The dip everyone agrees onOperator
  452. Who funds the summer dealMarket
  453. A year that starts in JulyInside
  454. The month the money movesOperator
  455. The summer branchMarket
  456. Approved in JulyInside
  457. Managed or messagedOperator
  458. The third personMarket
  459. Plumbing seasonOperator
  460. The word for the customerCraft
  461. Halfway is the endInside
  462. Follow the air conditioningMarket
  463. The city comes out lateOperator
  464. The meetings that stopInside
  465. Same room, different guestMarket
  466. Ask the rota firstOperator
  467. Paid in riyals, spent in CairoMarket
  468. Spent by the thirtiethInside
  469. The feed has left the countryOperator
  470. The singular youCraft
  471. Cairo loses its weekendsMarket
  472. Written by whoever stayedInside
  473. Two calendars on one deskOperator
  474. It does not empty, it movesMarket
  475. The pause is not freeOperator
  476. Explaining June to head officeInside
  477. Twice the price by the seaMarket
  478. A beach nobody here is onOperator
  479. Divided by twelveInside
  480. Ninety days on the coastMarket
  481. The shortest copy of the yearCraft
  482. Compared to whatOperator
  483. Who stays behindMarket
  484. Who works on EidInside
  485. The dashboard on Eid morningOperator
  486. A share of a sheepMarket
  487. Giving without the postInside
  488. Spend runs through the holidayOperator
  489. The shelf knows which EidMarket
  490. The courier sets the end dateOperator
  491. The second ideaCraft
  492. Who is here in AugustInside
  493. A three-month cityMarket
  494. The stall is six weeks oldOperator
  495. Nobody's job to rememberInside
  496. The last order before the airportMarket
  497. The auction has no categoriesOperator
  498. The afternoon shutterMarket
  499. Decided on WhatsAppInside
  500. Forty assets, one ideaOperator
  501. Write the loss firstCraft
  502. The other EidMarket
  503. The shock absorberInside
  504. Pace to paydayOperator
  505. A small market fills upMarket
  506. Paying for the same startOperator
  507. Who has adminInside
  508. The day starts at nineMarket
  509. Three twos make sixOperator
  510. Waiting for the signatureInside
  511. A radius is an audienceMarket
  512. The customer wrote it firstCraft
  513. Copy of copy of campaignOperator
  514. The house is revisingMarket
  515. A test to settle an argumentInside
  516. Too small to testOperator
  517. Summer's first price riseMarket
  518. The money comes quarterlyInside
  519. The dashboard's weekendOperator
  520. When the terrace closesMarket
  521. The account works the holidayOperator
  522. Best needs a witnessCraft
  523. Afraid of MarchInside
  524. Rented for the weekendMarket
  525. Who wrote the wrapOperator
  526. The Saturday screenshotInside
  527. Friday moves to nineMarket
  528. The terrace you already paid forOperator
  529. Booked on ThursdayMarket
  530. Cut in Dubai, felt in CairoInside
  531. Full feed, empty checkoutOperator
  532. Greeting a day not yoursCraft
  533. Feseekh weekMarket
  534. The ones who did not have toInside
  535. One message for everyoneOperator
  536. Time to change their mindMarket
  537. The flow still says RamadanOperator
  538. What the giving was forInside
  539. Between Eid and the exodusMarket
  540. Rebuilt, not resumedOperator
  541. Three days on the calendarInside
  542. What the distributor still holdsMarket
  543. The brief said RamadanCraft
  544. Bought for the tableOperator
  545. The bag is the dining roomMarket
  546. The year starts in AprilInside
  547. The courier holds the cashOperator
  548. The first Friday after EidMarket
  549. Only what was servedInside
  550. Growing slower than the monthOperator
  551. Eid is not RamadanMarket
  552. Turning the day back roundOperator
  553. The greeting from a brandCraft
  554. Until after EidInside
  555. Nobody compares prices tonightMarket
  556. Where the audience wentOperator
  557. The iftar you do not hostInside
  558. The second day of EidMarket
  559. Built for a moving dateOperator
  560. The price of kahkMarket
  561. The verdict comes earlyInside
  562. Suddenly a giftOperator
  563. Not every motherCraft
  564. A gift judged by the tableMarket
  565. Eleven days earlier every yearInside
  566. The month risesOperator
  567. Feed the driverMarket
  568. The email that lands at iftarOperator
  569. Approved at elevenInside
  570. Eid begins in the middleMarket
  571. The second peakOperator
  572. Which budget the donation sits inInside
  573. The ad break people watchMarket
  574. Blessed, together, generousCraft
  575. The reply comes at tenOperator
  576. What the family group forwardsMarket
  577. Credit for the moonInside
  578. The small account's RamadanOperator
  579. Bigger than the householdMarket
  580. Whose table the ad is forInside
  581. Two prices for one dayOperator
  582. The first morningMarket
  583. Ready in the wrong orderOperator
  584. The reader at elevenCraft
  585. One Ramadan, written onceInside
  586. Who books the iftar tentMarket
  587. Two holiday calendarsOperator
  588. Keep the post, cut the mediaInside
  589. Already in the houseMarket
  590. The code under the postOperator
  591. A holiday without a defaultMarket
  592. Half the team will be fastingInside
  593. The day ends at suhoorOperator
  594. A greeting is a signatureCraft
  595. Served without being seenMarket
  596. Least authority, whole audienceInside
  597. Ten identical bouquetsOperator
  598. The other Valentine's DayMarket
  599. Open four days a yearOperator
  600. Six signatures for a postInside
  601. The shelf fills before the moonMarket
  602. The cheap monthOperator
  603. The four-day regionInside
  604. The Friday replyMarket
  605. The three-minute filmCraft
  606. Everyone eats at the same minuteOperator
  607. Thirty nights at one tableMarket
  608. The week head office visitsInside
  609. The ceiling is a censusOperator
  610. Four weeks outMarket
  611. Which page the number is onInside
  612. The quiet accountOperator
  613. Sell-in is not demandMarket
  614. The same on a TuesdayOperator
  615. Understood is not heardCraft
  616. The family is the boardInside
  617. Busiest after midnightMarket
  618. The Friday hoursOperator
  619. Year on year, minus eleven daysInside
  620. A country in a dropdownMarket
  621. Three shared daysOperator
  622. Iftar is sold to officesMarket
  623. Instruction down, comment upInside
  624. Named by whoever was awakeOperator
  625. Riyals, not percentagesCraft
  626. The kiosk never saw the adMarket
  627. The buy is the planInside
  628. The second audienceOperator
  629. The desert weekendMarket
  630. History is not an assetOperator
  631. The threshold is the jobInside
  632. Awareness does not stay boughtMarket
  633. Ramadan by the hourOperator
  634. The curve nobody drewInside
  635. The eve, not the dayMarket
  636. A table is not an ideaCraft
  637. A channel needs a readerOperator
  638. The second ChristmasMarket
  639. How the number arrivesInside
  640. Restarting as a strangerOperator
  641. Day one is mid-seasonMarket
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