Neil Perkin's Avatar

Neil Perkin

@neilperkin

Founder of Only Dead Fish. Author of 'Building the Agile Business', 'Agile Transformation' and 'Agile Marketing'. Curator of Google Firestarters.

325
Followers
63
Following
300
Posts
25.10.2023
Joined
Posts Following

Latest posts by Neil Perkin @neilperkin

Preview
Fish Food 681: Leading Human/AI Hybrid Teams Agent + human teams, AI in Account Management, switching to Claude, and why we risk missing the benefits of the journey

I wrote a few words on leading human/AI hybrid teams open.substack.com/pub/onlydead...

05.03.2026 09:00 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

Ha. Nicely done

02.03.2026 17:58 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0
Post image

Fluked Fluke

01.03.2026 20:24 πŸ‘ 0 πŸ” 0 πŸ’¬ 1 πŸ“Œ 0

Update on this ongoing saga...

BAG: 'Congratulations. You're now set up on our system'

Me: Yay. Can you pay my invoice please? It's two months overdue

BAG: It will take 30 days from now for the system to process your payment

Me: πŸ™„

26.02.2026 10:43 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0
Post image

I'm doing a keynote about AI at an agency event on Friday and I've title my talk 'Beyond the Mediocrity Machine'. So much talk about efficiency and productivity, so little about how it can be a true creative and thought partner.

25.02.2026 10:30 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

Saw them last year and they were just great. I'd forgotten how many bangers they'd had but also the newer stuff was good too

25.02.2026 10:28 πŸ‘ 1 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

And how many people listen to their phones on speaker without headphones which is a personal bug bear of mine

24.02.2026 10:46 πŸ‘ 1 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

Fascinating angle this. Before now I've used Amazon as an example of a business that believes in the value of writing as a way of thinking and explaining (so many businesses default to PPT). This gives a whole new dimension to cognitive outsourcing.

23.02.2026 12:33 πŸ‘ 1 πŸ” 0 πŸ’¬ 1 πŸ“Œ 0

Saw Wuthering Heights last night. Verdict - I thought it was brilliant but the most amazing thing in it was not what I had expected - Martin Clunes was absolutely phenomenal

23.02.2026 12:29 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

A real up and down week but some great client things happened this week and ending it on a high with a new business win πŸ˜€

20.02.2026 17:28 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

To be fair, I think there's a real risk that it will be increasingly difficult for junior staff to learn the kind of craft skills that enables good judgement in a domain

13.02.2026 16:24 πŸ‘ 1 πŸ” 0 πŸ’¬ 1 πŸ“Œ 0
Preview
Fish Food 678: The value of craft in the age of Agentic AI Superagency or dependency? How AI gets it wrong, why LLMs can't jump, machine fluency and meaningless work.

Anthropic’s Head of Product for Enterprise said last week that he thought we were moving into an era of β€˜vibe working’. So I've written something about the value of craft, and what we're in danger of losing onlydeadfish.substack.com/p/fish-food-...

13.02.2026 05:35 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

I mean, I get that money's tight but you're taking it out on the wrong company. I'm literally a company of one person. Just pay what you owe

12.02.2026 16:26 πŸ‘ 0 πŸ” 0 πŸ’¬ 1 πŸ“Œ 0

Latest installment in this ongoing saga:

BAG: 'Register on our system with all the information you've already given us'

Me: Okayyyy

BAG: We need you to upload a letter from your bank with an explanation of Quantum theory on it

(OK I made that last bit up but it may as well have been that)

12.02.2026 16:24 πŸ‘ 1 πŸ” 0 πŸ’¬ 1 πŸ“Œ 0
Preview
Ping! The WhatsApps that should have been an email If your instant message requires immediate attention, fine. But many don’t β€” they’re just inconsiderate

WhatsApp is great for personal stuff and quick messages but I have clients who insist on using it for almost everything. It's a thing. 'WhatsApps that should have been an email' giftarticle.ft.com/giftarticle/...

11.02.2026 16:10 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0
BBC Charter Review Public Consultation The government is consulting the public to aid decision-making on the terms for the BBC Charter’s renewal and any changes needed to help the BBC to continue to serve the public.

I'm a huge fan of what the BBC does and personally believe it's great value for money. The government consultation on the future of the BBC is online and anyone can submit a response. Takes about 15 minutes to do dcms.eu.qualtrics.com/jfe/form/SV_...

10.02.2026 15:32 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

Yes, big agencies have consistently been the worst payers for me. Small agencies are fine

06.02.2026 16:15 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

Me to big agency group (BAG): 'Can you pay my invoice please as it's now overdue'

BAG:

Me: Can you pay my invoice please?

BAG:

Me: Please?

*One month later*

BAG: Can you fill in this new information and it will take 2 weeks to onboard you to.our new payment system

Me: πŸ™„

06.02.2026 13:34 πŸ‘ 1 πŸ” 0 πŸ’¬ 3 πŸ“Œ 0

I've just bought this and it's on the pile to read. May bump it up to the top based on this

03.02.2026 08:24 πŸ‘ 0 πŸ” 0 πŸ’¬ 1 πŸ“Œ 0
Preview
Fish Food 676: The Coming Revolution in Learning The future of L & D, a manifesto for a new approach to AI, Claude Cowork, the miracle of kindness and the best book covers from the last decade.

AI is about to steamroller through traditional L & D practice, so what could the future of learning in the workplace look like? I've had a go at mapping it out. Interested to know what you think onlydeadfish.substack.com/p/fish-food-...

30.01.2026 09:25 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

That's quite the combination of topics! I worked recently with someone who always uses voice with ChatGPT - I always wonder how I'd be articulate enough to prompt it for exactly what I wanted but it's amazing how good he's got at that

30.01.2026 09:17 πŸ‘ 1 πŸ” 0 πŸ’¬ 1 πŸ“Œ 0
Preview
Fish Food 675: Business Critical Thinking Blindly following technology, Claude's new constitution, OpenAI ads, and what the Victorians knew about AI.

AI doesn’t just give us answers, it shapes what we pay attention to. With AI becoming more ubiquitous in business, if we take short cuts, or fail to think critically, there is a huge danger that we are building up systemic risk onlydeadfish.substack.com/p/fish-food-...

23.01.2026 16:46 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 1
Preview
PURPOSE IS POINTLESS Johnson & Johnson book poses questions about institutions that Purpose cannot answer.

This is a powerful takedown by Margaret Heffernan of the whole pretence around corporate 'purpose' which so often falls foul of less worthy incentives in the face of the realities of the market and leadership priorities heffernanm.substack.com/p/purpose-is...

17.01.2026 14:53 πŸ‘ 1 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0
Preview
Fish Food 674: Re-imagining the corporation in the age of AI The future of the corporation, personal super-assistants, WPP Agent Hub, Claude Code, and vibe-coding fashion

We’ve reached a point where a radical rethink of how organisations are structured and nature of work has become an existential necessity. onlydeadfish.substack.com/p/fish-food-...

16.01.2026 10:09 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0
Preview
21 Lessons From 14 Years at Google Lessons learned from 14 years of engineering at Google, focusing on what truly matters beyond just writing great code.

'The engineers who thrive aren’t necessarily the best programmers - they’re the ones who’ve figured out how to navigate everything around the code: the people, the politics, the alignment, the ambiguity.' I liked these lessons from a Google engineer addyosmani.com/blog/21-less... HT @kottke.org

14.01.2026 10:54 πŸ‘ 1 πŸ” 0 πŸ’¬ 0 πŸ“Œ 1
Preview
Fish Food 673: Using AI to ask better questions AI in reframing, 50 provocations for marketing and advertising, big philosophical questions through a neuroscience lens, and the 26 most important ideas for 2026

Reframing is one of the most important tools that a strategist has at their disposal, and the role that AI engines can play as a cognitive circuit breaker is wholly undervalued. onlydeadfish.substack.com/p/fish-food-...

09.01.2026 14:06 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0
Preview
Neil Perkin- Only Dead Fish Podcast Episode Β· Inspiring Futures - Lessons from the Worlds of Marketing and Advertising Β· 12/17/2025 Β· 53m

Late last year I was lucky enough to speak to Ed Cotton on his 'Inspiring Futures' podcast and the episode has just been published. We talk about AI (obvs) but particularly about AI as a thought partner, cognitive outsourcing, and the roles that it can play. podcasts.apple.com/us/podcast/n...

05.01.2026 12:03 πŸ‘ 1 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0
Preview
3 philosophical debates from the 20th century that neuroscience is reshaping Modern neuroscience is reshaping how we understand free will, meaning, and the self by revealing them as emergent features of the brain.

A phenomenal article by Dr Rachel Barr looking at some of the biggest philosophical questions (our notion of self, the concept of free will, and how we find meaning) through a neuroscience lens. It gave me a totally different way of thinking about these ideas. Bravo. bigthink.com/thinking/3-p...

01.01.2026 19:11 πŸ‘ 2 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

Congrats Matt

22.12.2025 15:10 πŸ‘ 1 πŸ” 0 πŸ’¬ 1 πŸ“Œ 0
Preview
Random Giving this as a gift?When you pre-order, you can download a printable gift certificate to give to friends or family for Christmas. Or at random. Download the gift certificate here. Note that orders w...

Pre-orders for Random the Book are now open: securityblendbooks.com/products/ran...

22.12.2025 10:00 πŸ‘ 6 πŸ” 5 πŸ’¬ 1 πŸ“Œ 0