Jakub Horák
Marketing leader. Systems thinker.
Based in Czechia.
My motto
The future cannot be found in a spreadsheet.
My learning
Strategy is only as good as the organisation designed to execute it. Most companies optimize campaigns. Few design the system producing them.
Marketing performance is built from the inside.
My current rabbit holes
- Organisational design Why marketing structures fail - and what a different future looks like.
- B2B transformation Moving from fragmented functions to integrated systems with real decision ownership.
- AI and team architecture How LLMs are changing team operations - not just generating copy.
Thinking out loud
Not articles. Not conclusions. Working thoughts. Ongoing attempt to make sense.
The Team You Build After AI
AI does not replace marketing roles. It collapses the buffer roles — the people who existed to move information and manage coordination. What remains is judgment, and most organisations are not structured to develop it.
Marketing Is Not a Department — It's Infrastructure
When marketing is treated as a cost centre rather than an organisational layer, companies lose the mechanism by which strategy becomes market reality.
The B2B Transformation Trap
Most B2B 'digital transformation' initiatives fail because they automate the wrong layer — the process — without redesigning the underlying logic of how value is created and communicated.
About Me
I work at the intersection of marketing, organisational design, and
transformation - not as separate disciplines, but as one problem. Most
issues that look like strategy failures are structure problems in disguise.
The other lens is behavioural. How decisions are actually made, how
perception is formed, what moves people before logic gets involved.
Combined with structural thinking, it is where the most interesting
marketing problems live.
I am not here to publish polished positions. I am here to think in public -
about marketing, organisational design, B2B transformation, AI as a
structural shift, and the behavioural foundations that make any of it work.
The thinking is ongoing. Some of it is unresolved.
This site exists to
document it - and to find the people interested in the same questions.
Let's connect.
Marketing is a more complex discipline than most organizations give it
credit for.
The strategy, the structure, the behavioral mechanics, the organizational conditions - it all connects.
Do you find this interesting as well?