Future Is Today — Part 6: The Floor Is Being Rebuilt. Who Stands Above It?
A man in his early thirties approaches. No business card. He raises his wrist, taps his NFC wearable against my phone, and the connection is made in a single gesture. Then he makes his offer — not e-commerce support, not a campaign, not a growth hack. The complete…
The Real CMO Skill Is Orchestration. And It’s Not New
A response to Matt Landeman’s (Dentsu) recent piece in Creative Salon Matt Landeman published a sharp essay this week arguing that the real skill CMOs need now is not creativity, not data literacy, and not martech mastery. It is orchestration—the discipline of making…
The Judgment Gap: Why the Agentic Organization Needs a Layer McKinsey Didn’t Design
The Decision Architecture — Part 1 The Judgment Gap — the structural absence of explicitly designed decision-making architecture in organisations transitioning to AI-driven operating models. The space between what agents execute and what humans are actually capable of…
Future’s Today — The Trust Economy: Why Proof Is the New Persuasion — Part 5
There is a distinction that Cambridge philosopher Baroness Onora O’Neill has been making for more than two decades, in lecture halls, in the House of Lords, and in a BBC Reith Lecture series that has aged with uncomfortable precision into the present moment. The…
Future’s Today – Venues as the New Infrastructure: How Physical and Digital Spaces Are Becoming Hubs of Participatory Experience – Part 4
In 2016, Apple made a decision that most retail analysts initially misread as branding. The company began removing the word “store” from its locations — not in small print, not quietly, but as a deliberate and public act of renaming. Apple Union Square became Apple…
Future’s Today – The End of the Audience: How Personalisation and Co-Creation Are Rewriting Media Strategy — Part 3
There is a word that has governed how organisations think about media for the better part of a century. It is a word so embedded in the vocabulary of communications, marketing, and strategy that most people never question whether it still describes reality. The word…