Advertising today
Adaptive literacy is knowing when to let go of what worked before.
Unlearning is harder than learning. Because it means admitting that the thing you spent years mastering is now obsolete. That the knowledge you built your career on doesn’t apply anymore. That the mental models you rely on are actively getting in your way.
Most of advertising is... See more
Unlearning is harder than learning. Because it means admitting that the thing you spent years mastering is now obsolete. That the knowledge you built your career on doesn’t apply anymore. That the mental models you rely on are actively getting in your way.
Most of advertising is... See more
Zoe Scaman • The Stories We Need Now
Architectural literacy is knowing how to build when all the templates are null and void.
The traditional structure - holding companies, creative shops, the pitch-retainer-fee model - doesn’t work anymore. And no one’s handing out a blueprint for what comes next. Most people respond to that by trying to save the old model. Optimise it. Make it more... See more
The traditional structure - holding companies, creative shops, the pitch-retainer-fee model - doesn’t work anymore. And no one’s handing out a blueprint for what comes next. Most people respond to that by trying to save the old model. Optimise it. Make it more... See more
Zoe Scaman • The Stories We Need Now
Systems literacy is reading incentives, power structures, and unspoken rules.
It’s understanding why decisions get made the way they do. Not what people say motivates them, but what the structure actually rewards. Not who has the title, but who has the power. Not what’s in the handbook, but what actually determines who gets ahead.
Most of... See more
It’s understanding why decisions get made the way they do. Not what people say motivates them, but what the structure actually rewards. Not who has the title, but who has the power. Not what’s in the handbook, but what actually determines who gets ahead.
Most of... See more
Zoe Scaman • The Stories We Need Now
What it needs is the ability to see the system it’s trapped inside. To read reality, not just chase trends. To think in second and third-order effects. To build without blueprints when all the old templates break. These aren’t soft skills. They’re survival literacies. And women have them.
Zoe Scaman • The Stories We Need Now
AI isn’t just threatening to automate our work. It’s exposing how much of what we did was already formulaic. How much was just expensive theatre.
Zoe Scaman • The Stories We Need Now
We can’t articulate what we’re for. “Ideas” and “storytelling” stopped being differentiators the moment everyone claimed them. Strategy got hollowed out. Creativity got reduced to “content.” We became a cost centre pretending to be a strategic partner.
And now we’re all competing in this great grey soup of commodified offerings. Agencies,... See more
And now we’re all competing in this great grey soup of commodified offerings. Agencies,... See more
The Stories We Need Now
🌀 People are quietly quitting Instagram (👋 fellow lurkers)
🌀 They're adding friction to break the scroll (deleting apps, muting notifications)
🌀 They're building slower, smaller spaces (on Discord, WhatsApp… and most importantly around 𝗿𝗲𝗮𝗹 tables again)
🌀 They're designing moments to experience, not to optimise for content
It’s not anti-digital. It’s... See more
🌀 They're adding friction to break the scroll (deleting apps, muting notifications)
🌀 They're building slower, smaller spaces (on Discord, WhatsApp… and most importantly around 𝗿𝗲𝗮𝗹 tables again)
🌀 They're designing moments to experience, not to optimise for content
It’s not anti-digital. It’s... See more
After all what clients really want (and need and want more than ever) are outcomes , not just processes, deliverables, and assets. It tilts those formative and vital opening conversations decisively - what better condition are you seeking? How would your company be different as a result of this work? What harm would be alleviated? How much would... See more