// a book by paul dervan

The Fox Advantage

How to thrive in marketing because of AI, not despite it. 54 short chapters. No jargon. No fluff.

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\ free to read
\ get_the_book
Grumpy fox holding The Fox Advantage
/what_collapsed

Fox thinking,
not hedgehog thinking

The marketing department as we knew it is gone. The stack collapsed. The specialists are being replaced by generalists with tools. And the people who will win aren't the ones who know one thing deeply.

They're the foxes. Adaptive. Curious. Switching between tools and tactics. Building things themselves instead of briefing someone else to do it.

This book is a practical guide to becoming that person, or building a team of them.

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short chapters
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parts
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jargon
/structure

Four parts

\01
What Just Collapsed
The marketing department autopsy. What broke, what's gone, and why average is now invisible.
\02
Better Together
Humans and AI. Where the friction is the point and why robots don't have skin in the game.
\03
Behaviours
The reps. The poking. The building. The five behaviour shifts that separate foxes from hedgehogs.
\04
Marketing for Leaders
Redesign your teams. Hire for curiosity. Stay in the work. A playbook for the people running the show.
/chapters.md

Table of contents

\part_01 — what just collapsed5 chapters−
01The marketing department autopsy report→
02The robots aren't coming. They've already moved in→
03The algorithm will see you now→
04Everything. Everywhere. All at once→
05Average is the new invisible→
/get_the_book

Get the full book
when it drops.

Parts 1 and 2 are live now. Drop your email and we'll send the rest when it's ready.

No spam. Just the book when it's ready.

/author.txt

About the author

Paul Dervan
Paul Dervan

Marketing leader. Currently figuring out what happens when AI collapses the marketing stack, one experiment at a time.

This book started as notes to myself. Then it became a Substack. Now it's this.

\substack\linkedin
/projects

/projects

\mental_availability
Mental Availability in action
Millionaire Raffle Campaign
How a small change led to 27:1 ROI and sold so many tickets, we had to pull the campaign.
read more →
\marketer_of_the_year
Marketing Effectiveness in action
Ireland's Marketer of the Year 2022
Evidence-based decisions that took the National Lottery to €1B revenue for the first time.
read more →
\distinctive_assets
National Lottery
Rebuilding Distinctive Brand Assets. Dream Inspector, new identity, and brand transformation.
\fame_strategy
Fame Strategy in action
48 · Youth brand creation
Built a mobile brand inside Telefonica that used exclusion as a brand asset. 12% youth market share in year one.
read more →
\brand
Indeed
Led global brand for the world's biggest job site. $400M budget across 20+ markets.
\book
Run with Foxes
First book, published 2020. Making better decisions in marketing. On Amazon.
read more →
\teaching
Smurfit UCD
Teaching marketing strategy to MBA and MSc students at Ireland's top business school.
\ai_writer
AI Writer
Brand-trained writing system
AI that checks brand DNA, voice and positioning before it writes a word. Six specialized frameworks, zero fabrication.
read more →
#topchapters.md/projectsget the book