Related Posts
Subject Expert
Who’s the HOP @ W+K NYC?
Coach
Additional Posts in Creatives
Has anyone just filmsupply for pitches?
Mentor
FCB Health Chicago - What’s it like?
New to Fishbowl?
Download the Fishbowl app to
unlock all discussions on Fishbowl.
unlock all discussions on Fishbowl.
YOU MIGHT BE THE FIRST PERSON IN HISTORY TO HAVE THIS THOUGHT, ANDY.
Genuine question, how much of this was written by AI? Not intended to shame, just curious
the full piece…
The landscape
Modern marketing is collapsing under its own cowardice.
It’s no longer led by fearless creatives or visionary misfits. It’s run by data nerds, algorithm high-priests, and CMOs terrified of mediocre metrics. Creativity must now be obedient. Trackable. Predictable. Safe.
And the result? Brands that are indistinguishable, and millions spent on work that’s invisible.
Rick Rubin—one of the greatest creative minds alive—says artists should “chase the feeling they want, not the approval of strangers.”
Meanwhile, the modern brand machine says: “Chase the numbers. A/B test the shit out of everything, and make sure nothing feels too sharp.”
What we are looking at is fear disguised as strategy.
You cannot build something meaningful if you’re focused on chasing applause—so if you want real creative power, reject the three false idols of modern marketing:
• Likes
• Metrics
• Public opinion
These aren’t markers of greatness. They’re markers of conformity.
The approach
Somewhere along the way, the brand industry forgot:
Greatness doesn’t come from consensus, it comes from boldness. Breakthroughs don’t come from committees, they come from human visionaries. Iconic campaigns aren’t born from asking people what they think they want, they come creatives being allowed to smash the windows, then surprise and delight.
People can only describe what they already know. They can’t imagine what they’ll love next. So let’s not worry about it.
The next era won’t belong to the fastest, cheapest, or most scalable. It will belong to the most obsessive. The most irrational. The most human.
At Stripe Sessions, ex-Apple design chief, Jony Ive, told a story about something as simple as an iPhone cable. When someone opens that box, pulls out the cable, and notices the way it’s packaged, something primal happens: “Wow. Somebody gave a damn about me.”
That moment? It’s not packaging. It’s not design. It’s care — but let’s call it what it is — love.
Love is irrational. Let it be our guide.
Visceral feeling, not cold data.
Audacity, not conformity.
If it’s true yet feels naughty, it’s probably right.
The future belongs to the fearless.
Coach
Real names on fishbowl with a LinkedIn thought piece. That’s some 2026 energy right there.
Likewise (with the same intended tone)
I’m hoping you wrote this 10 years ago then forgot to tap “post” until an hour ago.
why the hate?