We are living in the Golden Age of brands begging to be perceived. It is classic KSP syndrome. Marketing teams are sacrificing strategy—and sometimes dignity—at the altar of The Algorithm, hoping one mildly embarrassing team video will make the numbers go up. Sometimes it works. You get a spike in impressions, a screenshot in the group chat, and a tiny dopamine parade. Then the market forgets you by Thursday. Platforms Are Landlords, Not Friends When you chase a trend or boos

Some things in marketing are temporary panic. Some things actually matter. Knowing the difference can save a brand money, time, and unnecessary “urgent alignment calls” that could have been one calm email. Temporary panic is loud. It shows up in dashboards—"reach dropped this week," "a competitor went viral"—and makes everyone suddenly develop strong opinions about Instagram captions. The real problems are quieter, far more expensive, and usually look like a “strategy” that i

AI is not replacing human copywriting. It is replacing mediocre copywriting. Which, frankly, had a very good, long run. For years, brands got away with vague, harmless copy that sounded professional but said absolutely nothing. The “unlock your potential” headlines. The “seamless solutions for modern businesses” sentence that could sell software, skincare, logistics, or a very ambitious rice cooker. It passed through three rounds of approval because nobody hated it enough to

After enough years in marketing, you start to notice something: most trends are just old human behaviors wearing a new outfit. The outfit might be an AI agent, a TikTok Shop, or a new expert explaining the same old funnel with a ring light strong enough to interrogate a suspect. But underneath it all? People still hate being sold to badly. They still buy from brands they trust. Marketing loves novelty because novelty sells. But most of what actually works comes down to very s

Online marketing has become a very expensive game of trying to stop someone’s thumb. That may sound dramatic, but it is also painfully accurate. Every day, brands spend money on strategy, creative campaigns, paid ads, influencers, content calendars, landing pages, email sequences, analytics dashboards, automation tools, and whatever this week’s “growth hack” happens to be. All of that effort often comes down to one tiny moment: A person pauses. That’s it. They stop scrolling