AI is everywhere, offline is the new online, creators are on the rise, own don’t rent your audience, community. And whilst all of these things may be true, the real question is: wtf do I actually need to do? What decisions do I need to make? What am I briefing? How much budget do I need? It’s one thing to say that these things are coming, but what exactly do you need to do when you’re sitting at your desk every single day?