Innovating within an existing platform is always a challenge, because as media theorist Marshall McLuhan argued decades ago, ‘the medium is the message’. TikTok and Twitter/X have short-form content built into the design of the platform, which prevents depth. As I explore in The Bigger Picture, this also leads to what philosopher C. Thi Nguyen... See more

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

But as AI accelerates our ability to (1) generate, (2) manipulate, and (3) distribute information, this weird tension becomes even more pronounced. We're entering an era where the battle between content and context will reshape how all policy is created, communicated, and understood. Digital platforms and AI tools have created an environment where:... See more