Reputation Is Not What You Say, It Is What Persists When You Stop Talking
Warren Buffett has said that it takes 20 years to build a reputation and five minutes to destroy one. The observation is widely quoted. The first half of it, the 20-year timeline, is less commonly examined for its strategic implications. If reputation takes 20 years to build, then organisations managing their brand on a campaign […]
Why Your Communications Agency Is Making You Invisible
The agency model was built for a different era. It was designed for a world where the primary challenge in communications was production: creating enough content, securing enough coverage, distributing enough messages to break through in a competitive market. In that world, agencies functioned as execution engines, and the value they delivered was measured by […]
AI Can Write Your Content It cannot Build Your Meaning
In 2023, researchers at MIT and Stanford published findings that should have restructured how every communications leader thinks about their function. Across a series of controlled studies examining AI-generated versus human-written content, readers consistently failed to identify which was which. By standard quality metrics — clarity, structure, readability, grammatical precision — the machine had arrived. […]
