For one: Don't misjudge price points. When Shop launched, only lower price points sold, but that's no longer the case.

Influencers don't have to do just do one job. They can fuel a whole content ecosystem.

Obsession with measurement is killing the very thing that makes marketing work: the willingness to take creative risks.

One trend: Marketing will move from influencing human behavior to influencing AI.

One Idea: Augment core expertise with entirely new skills.

Originally, brands were controlled by their creators, and consistency was the key to their success. That's not necessarily the case now.

For example, pressure-testing is when we get AI to play devil's advocate.

What happens when the platform that aggregates the world's expertise decides it can also produce its own?

When a brand steps up to teach and make someone feel more capable, a relationship starts to form -- which turns interest into buying decisions.

2025: The return of McDonald's Monopoly, "Great Jeans," and the era of AI slop, oh my!