Agalia Tan

Don’t Predict. Orient.

When the signal gets too loud and the data loops back on itself, strategy stops being about knowing. It becomes about noticing when the rules have changed.

We’ve exited the era of fixed playbooks. You can’t plan in a straight line through cultural volatility.

You need to know when to pull back from pattern and feel for the... See more

Perhaps what people really want is social, cultural, even linguistic permission to risk earnestness without ridicule.

Why this breaks most brand strategy

Brands continue to talk about audiences, engagement, conversation, authenticity, and community as if these are the mechanisms that determine performance on social platforms, when in reality they are descriptive labels applied after outcomes have already been produced. In post-social environments, content does not... See more

transcendence happens in our conversations with the world

Increasingly, consumers (Gen Z’s especially) are seemingly ditching Bumble, Hinge, and Tinder in favor of apps that better cater to their preferences and behaviors. In the last 18 months or so, a new paradigm of dating apps has emerged, many of which draw upon growing behaviors around gaming, live and short-form video (Curtn, Lolly, Snack, Filter... See more