Positioning, demand, customer insight, and long-range growth planning.
The press release said the inventory was automated, intelligent, and fun. The internal memo, nine months later, said the baristas could go back to counting it themselves.
A Muck Rack study has been getting passed around PR teams for weeks, and most people are taking the wrong lesson from it.
Somewhere in your organization right now, a quiet sorting is underway. Not a restructuring. Not a reorg. Something more permanent.
For 25 years, Google Search has worked the same way. You type something. You get a list of links. You click one. That's over.
Despite a decade of growth advice built entirely on audience size, the latest algorithm data shows follower count barely predicts how any single LinkedIn post performs.
Despite LinkedIn's aggressive push into short-form video after a 36% viewership surge in 2024, the data tells a completely different story.
Channels that B2B brands built their growth on are collapsing, and the companies responding by becoming publishers are the ones pulling ahead.
The brands that publish will be found. The brands that do not will be described by someone else, or not described at all. This is the complete case, backed by every data point we could find.
Zoom's CMO assembled a cross-functional war room to control how AI describes the company. The data behind that decision applies to every brand reading this.
B2B content distribution has become an arbitrage industry where someone takes a margin at every layer, and most marketers cannot audit where their dollars actually land.
We have been saying it for months: the way people find information is changing, and the companies best built to win are the ones that publish like media companies.
