Archive - The Cold Take

The BOT Model: The Highest-Leverage Way to Start a Growth Function

Build the growth engine before you hire the person to run it.

Jun 10 • Bill Becht

Jon Miller Is Half Right About Fractional CMOs

Why changing who runs marketing doesn't fix much of anything

Jun 3 • Bill Becht

May 2026

Luck Is Not a Lottery

A tribute to the man who gave me the framework.

May 27 • Bill Becht

Marketing's strange relationship with underperformance.

What we say when we miss the number. And what it might mean about us.

May 20 • Bill Becht

Welcome to The Cold Take.

What you signed up for.

May 15 • Bill Becht

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