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Stories, ideas, and updates
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We sold you the PDF
Paul Jun's Brand as software argues a guideline can describe a brand but can't do the work. We agree, from the side that used to sell the PDF: the brand now lives inside the tools, and the agency becomes a software company delivered as a managed service.
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Pick Three: An Itemized List of the Trade-Offs We Broke
Good, fast, cheap, pick two priced three scarce inputs: senior attention, coordination, production hours. Space made them abundant. Here's every proprietary system we run, named beside the trade-off it broke, from the Empathy Engine to Beacon. Constraints stay. Trade-offs go.
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None of Our 127 Agents Has Ever Hated Anything
Space's manifesto: 127 agents, 362 workflows, zero juniors, and the discovery at the bottom of all that automation. AI made taste the whole job. Written by co-founder Nathan Roth, a six-time CMO.
Stop Betting on What AI Can't Do. Bet on What Compounds.
Every list of "skills AI can't replicate" ages badly. The better career filter is one question: does this skill get more valuable when the models improve 10x? The compounding test, the four skills that pass it, and how to train each one.
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The Budget Shift Spiegel Predicted Is Real. Most of That Money Is About to Be Wasted.
Snap's CEO says AI is moving tech budgets from engineering to marketing and distribution. He's right, and the popular conclusion is still wrong: marketing production is commoditizing on the same curve as code. The bottleneck moved up, not sideways.
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The Signature Economy: Why Perfect Images Became Worthless and Named Humans Became the Asset
AI made visually perfect images infinite, and their market value collapsed toward zero, which the art market could have predicted centuries ago: value was never in the surface, it was in the signature. What provenance economics means for brands.
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The Feed Is Leaking From Both Ends: What the Scroll Decline Actually Means for Your Media Plan
Social media time peaked in 2022 and is down roughly 10% in developed markets. AI is involved twice: slop is pushing people out of the feed while assistants absorb the jobs they scrolled for. What the shift from impressions to answers means for marketing budgets.
One Option, Never Three: Why Choice Became a Tax and Deciding Became the Product
Space presents clients one recommendation, sometimes two, never three, because in a world where AI makes options infinite and free, the decision is the product. The choice-overload science, the confession about the agency three-option ritual, and what curation requires.
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The AI Fluency Ladder: How Space Hires, and How to Vet Any Agency Claiming to Be AI-Native
The Space AI Fluency Ladder is the five-level standard we hire against: Analog, Dangerous, Capable, Fluent, Transformative. We hire at level 4 and above. Here's the ladder, and how to use it to vet any agency's AI-native claim.