The metrics that lie politely
Impressions, pageviews, followers: numbers with perfect manners. They go up, everyone smiles, and nothing changes. Time to audit the dashboard for flattery.
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31 Articles
AI won’t save a bad brief
The machines execute exactly what they're told, at speed, with confidence. Which means the quality of your inputs just became the whole…
The AI gold rush sells shovels
In 1849 the dependable fortunes went to the people selling picks and denim. The 2024 version has better branding and a monthly…
Websites age, brands compound
One is equipment that depreciates from launch day. The other gains value while you sleep. Most budgets treat them like the same…
AI is a power tool, not a carpenter
Half the industry is holding a funeral and the other half is holding a revival. We keep thinking about the nail gun.
What a website is for
Strip away the animations, the awards, the brand film in the hero. A website exists to answer three questions from a stranger…
Ship before you’re sure
The last ten percent of certainty isn't for sale at any price the calendar accepts. On shipping at ninety, watching closely, and…