Sits in the sun for 3 days. Gets philosophical. Can't help it.

Being away from the day-to-day for the first time in months made something really obvious.

We're so deep inside the work that we stop questioning the assumptions underneath it.

Especially right now, when centralized AI platforms are taking over, moving fast, and everyone's racing to keep up.

So the question I keep coming back to isn't which tools to use.

It's who owns the relationship when the platforms and models and algorithms shift again.

Because they will.

Brands that are building on rented ground are going to feel it.

What's the thing you've been too close to see clearly?