Writing by Mimi G — Marketing Strategy, Leadership & Business Growth
Much of my writing explores the psychology behind communication, leadership, and the human experience — the things that quietly shape how we build businesses, make decisions, and relate to one another. These are reflections for founders and leaders who prefer substance over noise: on marketing strategy, authentic business growth, the emotional realities of leadership, and what it means to build something that genuinely reflects who you are.
About This Writing
These articles are written by Mimi G, a Fractional CMO and marketing strategist with over twenty years of experience working with service-based founders, coaches, consultants, and wellbeing professionals. The writing here is not content marketing in the conventional sense. It is an attempt to think carefully and honestly about the things that matter most in building a business: clarity of purpose, the psychology of the client relationship, the commercial case for slowness, and what it means to market something you genuinely believe in.
Much of this writing draws on research in psychology, neuroscience, and behavioural economics — not as academic exercises, but as practical lenses through which to understand why some marketing works and most does not. The articles on paid advertising psychology, pricing strategy, and heart-led marketing are among the most read, and each one is grounded in real client work rather than theory.
If you find something here that resonates, the most natural next step is usually a conversation. You can find out more about working with Mimi G as a Fractional CMO, or simply get in touch.
Frequently Asked Questions
What does Mimi G write about?
Mimi G writes about the psychology of marketing, authentic business growth, leadership, pricing strategy, paid advertising, and the emotional realities of building a service-based business. Her writing draws on 20+ years of experience as a marketing strategist and Fractional CMO, integrating psychology, neuroscience, and human behaviour into practical business insight.
What is heart-led marketing?
Heart-led marketing is a commercial strategy that places genuine human understanding, values, and emotional intelligence at the centre of all marketing decisions. Rather than relying on manipulation or urgency tactics, it builds trust by speaking directly to the real needs, fears, and aspirations of the ideal client. Mimi G argues that heart-led marketing is not a soft alternative to performance marketing — it is a precision strategy that produces stronger long-term loyalty and more sustainable revenue.
What is a Fractional CMO?
A Fractional CMO (Fractional Chief Marketing Officer) is an experienced senior marketing leader who works with a business on a part-time or project basis, providing strategic marketing leadership without the cost of a full-time executive hire. A Fractional CMO is particularly valuable for service-based founders and growing businesses that need senior strategic thinking. Mimi G offers Fractional CMO services for founders in the UK and internationally.
Why does paid advertising not work for service businesses?
Paid advertising often fails for service businesses because campaigns focus on the algorithm rather than the psychology of the ideal client. They attempt to persuade rather than understand. When advertising speaks to the nervous system of the client — acknowledging their real pain points and aspirations — conversion rates improve significantly. Mimi G's approach begins with deep client psychology before any campaign is built, a method that produced a 5:1 ROAS for an e-commerce client in 2026.
How can I work with Mimi G?
You can explore working with Mimi G through her services page, her Fractional CMO offering, or by booking a conversation. She works with service-based founders, coaches, consultants, and wellbeing professionals who want psychology-informed marketing strategy and measurable commercial results.
Stay Connected
Occasional reflections on marketing, strategy, and building a business that feels true to you. No noise. No hustle. Just thoughtful perspectives when they are ready.
Ready to get started?
Tell me a little about where you are and what you are working towards. I will be in touch within two working days.