Performance

For years, tracking brand health meant surveys. Awareness, consideration, favourability, tracked quarterly, reported with a margin of error and a long lag between the question and the answer. That's still useful. It's also no longer the only place brand perception lives. A growing share of it now lives inside a chat window, in whatever ChatGPT, Gemini, or Perplexity says when someone asks who's good in your category. Ask an AI assistant what your brand does, who its real comp

A packed calendar has become a status symbol in many organizations. Writer Tim Kreider called this out over a decade ago in an essay that's aged uncomfortably well, writing, "It's become the default response when you ask anyone how they're doing: 'Busy!' 'So busy.' 'Crazy busy.' It is, pretty obviously, a boast disguised as a complaint." His sharper point is that busyness is often "existential reassurance, a hedge against emptiness." It's proof your work matters, offered in p