Off Kilter 213: The Wrong War. - by Paul Worthington
tl;dr: Part one of a two part series.| offkilter.substack.com
tl;dr: Part one of a two part series.| offkilter.substack.com
tl;dr: Brand love isn't romance. It's pricing power.| offkilter.substack.com
tl;dr: Worldview-driven business architectures beats surface level branding.| Off Kilter
tl;dr: Mercedes Benz, talking heads, and bad hot takes.| Off Kilter
tl;dr: The 10 CEOs Most Likely to Botch the AI Revolution| Off Kilter
tl;dr: Marketing Must Reclaim Its Foundations Before AI Amplifies the Wrong Logic| Off Kilter
Beware winning today and losing the future.| Off Kilter
tl;dr: We need to stop treating Big Tech rhetoric as truth.| Off Kilter
tl:dr: Large corporations need to stop replicating startup failure conditions.| Off Kilter
tl;dr: super important, commonly misunderstood| Off Kilter
tl;dr: When speed is a given, coherence creates advantage.| Off Kilter
Installed in crisis, scaled through expansion. The most disruptive corporate narratives emerge during periods of contraction and then scale during periods of expansion. Working like firmware rather than software—they represent a unique logic that shapes| Off Kilter
Marketing must reclaim its strategic role by shedding digital-era myths and rejecting the narrow management orthodoxy of Measureship. As volatility and uncertainty grows, firms that embrace mutual value exchange with customers—rather than extracting val| Off Kilter
Measureship, a currently dominant management orthodoxy that prioritizes data-driven efficiency, is ripe for disruption. Generative AI has the potential to be the precipitating technology as it transforms qualitative understanding in the same way a previou| Off Kilter
Transitioning from the ZIRP-era, defined by zero percent interest rates and tactical marketing, to the AI-era calls for a breed of "10X marketers." These marketers must excel in strategic thinking and brand-building, adept at navigating the complexities o| Off Kilter
The prevailing focus on short-term performance marketing, despite strong evidence advocating for an integrated approach with brand-building, leads to 'underperformance marketing.' This trend is driven by a leadership that prioritizes immediate financial r| Off Kilter
A new management philosophy, “Measureship" is increasingly dominating, where companies overly focus on quantifiable efficiencies, often at the expense of customer engagement and innovation. This approach is structurally weak, resulting in directionless,| Off Kilter
Nike's recent strategic debacle, resulting in a $52 billion erosion of market value, starkly illustrates the perils of neglecting a well-established brand moat in pursuit of aggressive digital marketing and DTC strategies. This demonstrates the importance| offkilter.substack.com
Searching for the signal in the noise of business, brand, marketing, and design. Click to read Off Kilter, by Paul Worthington, a Substack publication with thousands of subscribers.| offkilter.substack.com
tl;dr: Epistemological sovereignty is the new competitive advantage.| offkilter.substack.com
