Look Again
Hardback, 2027 Self-publishedThe brands winning with AI didn’t start with AI. They started with clarity.
Wrong turns included, especially mine.
CEOs and board-level eCommerce leaders who would rather own the method than rent the person who wrote it.
Price to be confirmed at launch. The first chapter goes to the launch list ahead of publication, free.
I’m giving the method away, all of it.
Every question, every pattern and every play: the complete method I run, the one I call Signal, written down thoroughly enough that you can run it without me.
If a method only works with its author present, it is a dependency with good manners, and I would rather you could run this one without me. The books that built real practices, the ones that changed how whole industries qualify, decide and operate, were the ones confident enough to hold nothing back.
So Look Again holds nothing back. Read it, run it, and if you want company while you do, you know where I am.
Three questions. Three parts. Nine chapters.
The diagnosis. Why great teams stare at the wrong horizon, why the best tools lose to the clearest strategy, and why AI applied to noise just produces faster noise.
The shape underneath. What strategic clarity actually looks like, why leadership moves more than any platform purchase does, and the difference between brands using AI and brands built with it.
The method, operational. Trading decisions with intelligence behind them, the diagnostic as a habit rather than a one-off, and the proof: real brands, real numbers, real patterns that repeat.
It’s not a book about AI. It’s a book about finding what matters in any environment. AI is simply the environment where it’s most urgent, and the most expensive place to be guessing.
Look Again is written by Mark Leach, founder of Centre Channel. Operator at Missguided through its steepest growth, founder of User Conversion through to its sale to Brainlabs, now in the boardrooms of eCommerce and DTC brands.