Conjecture (page 1 of 6)
“Performance Marketing” is just advertising (with a dashboard)
'Performance marketing’ is a con. We’ve mistaken trackability for value - and it’s costing us the future of marketing.
Stop testing. Start shipping.
Why tomorrow’s best-performing brands will be the bravest, not the most smartest.
Everything is now opaque
Your dashboards are lying. Attribution is dead. Marketing is now a black box - and if you’re forgettable, you’re finished.
JavaScript broke the web (and called it progress)
We replaced simple websites with complex apps nobody asked for. Now it takes a complex build pipeline just to change a headline.
The rise of synthetic authority
What if AI-created authority - authored not by a named human expert, but generated by a system trained on the sum of human knowledge - becomes not only viable, but preferable?
What happens when your buyer is a bot?
Websites become sources, not destinations. And your real audience isn’t a person with a browser. It’s a model with a mission.
SEOs want the brand budget. But should they get it?
There’s a rich opportunity here for SEOs to level up - not by taking over brand, but by learning from it.
Contentless marketing
If we want to reach and influence audiences, we need a new approach. We must stop treating content as a tool for visibility, and start using it to solve real user problems.
