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About

Experienced enough to know the theory. Curious enough to question it. Hands-on enough to test it.

Shaun Lucas is a marketing and AI lab. We test what the industry takes for granted, and publish what we find, including what didn't work.

Who's behind it

The person behind it

Shaun has spent more than a decade in marketing, from strategy and growth to the hands-on work of running campaigns, and more recently the AI workflows that now sit underneath most of it. Along the way he's worked with well-known brands in more sectors than he can comfortably list.

The longer he did the work, the more he noticed how much of it ran on habit. Plenty of accepted practice had never been tested, and plenty of new tools were being bought before anyone checked whether the business was ready for them. Shaun Lucas is where he goes after the answers, usually by building something and seeing whether it holds up.

He holds an MBA in Marketing.

Credentials

AI

  • Google AI Professional Certificate
  • Vanderbilt University Generative AI Strategic Leader Specialization
  • IBM Generative AI: Prompt Engineering Basics

Advertising and marketing

  • Meta Certified Media Buying Professional
  • Meta Certified Digital Marketing Associate
  • Google Ads certifications in Search, Display, Video and Apps
  • HubSpot Inbound Marketing Certification

Project management

  • PMI Certified Associate in Project Management (CAPM)
Method

How we work

The same five steps, whether it's a newsletter issue, a free tool or a client's AI plans.
  1. 01 Think. Start with a question, not a trend.
  2. 02 Test. Try it on real work before forming an opinion.
  3. 03 Build. Turn what holds up into something people can use.
  4. 04 Learn. Keep the results, especially the bad ones.
  5. 05 Share. Publish what we found, so nobody has to repeat the mistake.

Then it starts again, with a better question.

What we think

A few things we think

Held firmly, until the evidence says otherwise.

  • Attention isn't the prize any more.

    Getting seen is cheap. Getting chosen is the hard part, and most plans still measure the first.

  • Most AI problems are data problems.

    The tool is rarely what's holding a business back. What it has to work with usually is.

  • A lot of best practice was never tested.

    It was repeated until it sounded true. We'd rather check.

We write about this every two weeks. Read While You Were Posting (opens in a new tab)

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