Thinking
A little further
down the thought.
Perspectives on human behaviour, paid media, AI and the decisions that shape growth.
The 5 Skills AI Can't Buy
The LinkedIn CEO and CEOO just published a book about the future of work. It's called Open to Work, and the headline claim is one most people in our industry should sit with for a minute: the skills AI can't replace are curiosity, courage, creativity, compassion, and communication - what they call the 5Cs.
The State of Display: Now and Next
A decade inside programmatic advertising taught me one thing: display's problem isn't demand. It's experience. Here's what needs to change, and why it matters now.
This Is the Cable Moment
AI isn't just automating tasks, it's handing the keys to anyone with a focused vision and a Wi-Fi connection. What happens when you no longer need millions to build something worth paying for?
Think First. Everything Else Is Already Built.
Why the strategist is the most important person in the room again.
Reach is everywhere. Belief is not.
Attention is rising. Trust is shrinking. Why human context now matters more than reach in modern advertising.
Human signals shaping advertising and media right now
Audiences spend more time with media but trust it less. Why relevance, authenticity, and human truth now matter more than reach in modern advertising.
Why Everyone Is Bored - and Nothing Is Remembered
People aren’t disengaging from media, they’re disengaging from manufactured relevance. A human-behaviour lens on attention, memory, and meaning.
Trust is the new scarce attention currency.
People increasingly favour content that feels human and trustworthy, changing how attention is earned and how relevance is built in advertising.
AI’s New Front: Advertising Isn’t Just Changing, It’s Getting Reckless
AI is reshaping advertising as measurement shifts toward AI-mediated influence and regulators question ads in conversational systems. Here’s what changes next.
Why Creators Are Questioning How AI Is Built
An overview of why creators are questioning how AI is trained, and what ethical, transparent development could mean for the future of creativity.
The Attribution Lie: Why Skipping CTV Is a Self-Inflicted Wound for Advertisers
Why skipping CTV because of last-click attribution is a costly mistake. Learn how overreliance on lower-funnel metrics blinds advertisers to attention, influence, and real growth.
An Introduction to Second Order Agency
The thinking behind Second Order Agency and why human behaviour, not just performance metrics, should guide modern growth.
SEO vs AEO: Why the Future of Search Isn’t About Rankings — It’s About Answers
AEO is thhe next generation of search that cannot be ignored.