Every marketing team in the country is being asked to do more with less. The tools we’ve built to prove we’re doing it have become so central to how we operate that they’ve quietly replaced strategy itself. We’ve gotten exceptionally good at optimizing what we can measure, without noticing when we’re optimizing our way to irrelevance.
This webinar examines how we can reshape marketing budgets by better understanding who we want to talk to, what they value and what their lives are like. Based on our work at Faculty of Change and what distinguishes the organizations that have found a way to spend better rather than just spend less.
Attendees will leave with a clear understanding of:
- How the cycle of budget pressure, measurability bias, and short-cycle optimization systematically shifts budgets away from the thinking that builds long-term relevance
- Why are the alternative indicators of customer value and how to look for them
- How organizations are using ethnographic and contextual research to uncover insights and a practical lens for making the case internally
Presenters: Jared Gordon, Founder and Managing Partner, Faculty of Change
Date: Tuesday, June 9, 2026
Time: 11:30 a.m. – 12:30 p.m. EDT
Jared Gordon, Founder and Managing Partner, Faculty of Change
Jared Gordon is the Founder and Managing Partner of Faculty of Change, a strategy consultancy that helps established market leaders grow into adjacent markets and new geographies without diluting their premium positioning. His work sits at the intersection of ethnographic research and commercial strategy, helping organizations move past optimization-driven thinking to find the customers and opportunities their dashboards aren’t showing them. Before founding Faculty of Change, Jared held operating roles at Idea Couture (acquired by Cognizant) and worked at a large family office. He is based in Toronto.
If you have any questions or have difficulty registering, please contact Capucine Printemps