Read This to Avoid Random Acts of Marketing

A creative read on strategy that will change how you see your business

This is not another dry business book. It is an engaging, accessible read, part story and part strategy, that opens your world to what is possible in your company. In an age where AI touches everything, it offers an essential framework for understanding decision-making and avoiding the random acts of marketing that waste time, budget, and opportunity.

Using the analogy of anatomy, it shows how every decision in every part of the business impacts the customer, and how strategy, execution, and measurement work best when they work together. It is everything you thought you knew, told in a way you can explain to others. Clear explanations, relatable examples, and proven frameworks make it as easy to read on the toilet or the plane as it is to use in the boardroom. It just makes sense.

Where to get the book

While the research for this book has already shaped the AoM Training courses, the official release of the book is set for 2026.

Register your interest to be invited to a book launch in your nearest city and you'll receive a free signed copy.

About the Authors

Kieran Antill & Ross Hastings

Kieran Antill is a globally recognised Executive Strategy and Creative Director. Ross Hastings is a renowned consultant, coach, and researcher focused on strategy, culture, and organisational alignment.

Their backgrounds are diverse. Antill is rooted in creativity and innovation, while Hastings brings deep expertise in human and organisational alignment. Together, they bridge the gap between creative ideation and strategic implementation, emphasising the importance of aligning teams through a common language and shared understanding.

They initiated The Anatomy of Marketing™ (AoM) as a research venture within their business design consultancy, Ne-Lo. The goal was to develop an objective, holistic view of marketing that could unify stakeholders across a company through shared understanding. As part of this work, they conducted over 200 interviews with executive leaders to explore diverse perspectives on marketing, challenges faced, and career learnings. They also collated best-in-class models, frameworks, and insights.

Their vision is ambitious. It aims to do for marketing what Gray’s Anatomy did for medicine: unify knowledge to improve education, standardise practice, and create a stronger foundation for innovation and organisational improvement.

Antill and Hastings advocate for building on and connecting existing knowledge, rather than reinventing models unnecessarily.

Course Options

Master of Marketing Transformation

Corporate Training Solutions

About

About AoM

About Ne-Lo

Resources

AoM Book

Blog (Coming soon)

Contact

General Enquires

AoM on LinkedIn