Insights

Seeding the Narrative

You don't control the narrative anymore. You seed it. Notes from a team that has built the audiences, run the campaigns, and lived the problem most brands are still guessing at.

Every Brand Is Becoming a Media Company Again
Perspective

Every Brand Is Becoming a Media Company Again

AI made it easy to launch a business, but not to earn attention. Why creator-led distribution is becoming a business-critical operating model, and why the creator economy's real problem is classification, not adoption.

Miles Francis·July 1, 2026·5 min read