How to Know a Great Idea When You See One
Inside the three levels of creative thinking and why practice—not genius—makes the difference. At our agency, everyone pitches…
Marketing Without Content: The Coming Era of Invisible Influence
When technology becomes invisible, so will marketing—and the best brands will be the ones that mastered silence before…
Are We All in Denial? The Great AI Delusion of Human Exceptionalism
At the Athar Festival of Creativity, optimism and panic shared the stage. In this sharp, unsentimental essay, we…
The Three-Legged Dog Principle of Creativity: Why Audacity Beats Safe Thinking
Great ideas don’t wait for permission. They start with imagination, risk and the nerve to do what’s never…
The Attention Rebellion: When AI Starts Saying “No” on Our Behalf
After decades in the business of grabbing attention, I’m watching AI take it back. The next marketing challenge…
PR vs AI: Who Controls the Story Now?
When AI starts telling your story before you do the challenge for communicators isn’t speed—it’s control. There was…
Post-AI vs The Watercooler: Why Internal Comms Is Losing the Race for Employee Trust
The biggest threat to internal comms used to be a leak to the press or gossip in the…
Post-Performance Marketing: Why ROAS Might Be the Least Interesting Metric You Track
Return on Advertising Spend (ROAS) tells you what happened today. Brand lift, equity and trust tell you if…
Primed to Buy: The Decoy Effect
Price isn’t just a number—it’s a narrative. From Delta to Dyson to Nespresso, smart brands use the decoy…
Cognitive Load Marketing
Why Too Many Choices Are Tanking Your Conversion Rates (Or, How to Stop Stressing Out Your Customers Before…
