About The Cold Take

The marketing internet rewards fast takes. This newsletter is a slower one.

Each issue takes one widely-held assumption about B2B marketing and looks at what’s actually true underneath it. Not because being contrarian is interesting on its own, but because reasoning from first principles produces better answers than reasoning from someone else’s playbook.

Long-form. Considered. For when you have an hour to think rather than five minutes to react.

About the author:

Bill Becht is the Founder of Marketing Systems Guild, a fractional CMO practice built on first-principles marketing. He spent 20+ years running marketing across retail, business technology, and financial services before founding MSG.

What you’ll get:

A new issue every other week (occasionally weekly when something demands a faster response). Long-form, ~10-minute read. No sponsored content, no affiliate links, no “in case you missed it” recap emails.

Let’s get weird, subscribe today.