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Stories, ideas, and updates
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.
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The Bubble Wrap Study, Explained: The Science of Why Constraints Beat Budgets
In a famous Journal of Consumer Research study, people merely primed to think about scarcity produced significantly more creative ideas than those primed with abundance. The mechanism, the funded-startup paradox it predicts, and how to install constraints on purpose.
Tasteslop, Explained: Why the Death of Taste-as-Costume Is the Best News Distinct Brands Ever Got
Tasteslop is Emily Segal's term for taste markers extracted from context and redeployed generically: the Rimowa, the skinny kettle, the Dieter Rams book. What it means for brands, why "taste is commercially dead" gets it wrong, and the test for whether your moodboard is slop.
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The CMO Isn't Dying. The Job Description Is. Here's the New One, From a 6x CMO.
The campaign-calendar CMO is over, but the role isn't: it's converting from campaign management to system ownership. The five responsibilities of the AI-era CMO, the brand engineer role emerging underneath, and why the politics finally die. Written by a six-time CMO.
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What Anthropic's Head of Growth Does With AI All Day (and the Agency Version of Every Move)
Anthropic grew from $1B to $19B+ ARR in 14 months, and its head of growth just revealed how he works: prototypes over PRDs, AI scanning 20-25 dashboards every morning, and weekly coaching from an AI simulating his manager. The agency version of all three, from Space.
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The AI Rules of an AI-Native Agency: Where We Let the Machines Work, and Where We Don't
Space runs 127 AI agents and 362 agentic workflows, and still bans AI from doing the thinking. The five rules that govern AI in our creative work, and why an AI-native agency needs them more than anyone.
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Pain-First Positioning: Why the Best Brand Strategy Starts With What Hurts
Most startup positioning is built from aspiration and dies in market. Pain-first positioning starts from the sharpest problem the buyer already feels. The framework, the five places to dig, and the test that tells you you've found it.
Why Customers Love Brands That Bet Against Themselves
Brand love isn't earned by saying customer-first; it's earned by paying for it. The costly signal theory of brand love, proven across Hinge's Designed to be Deleted, fixed fares against surge pricing, a cooperative telecom, and an agency that publishes its prices.