Culture is moved by outliers.

“Holding companies are built to reduce variance. That’s their superpower. They exist to make large, chaotic systems predictable and controllable. Creativity depends on the opposite. It thrives on disagreement, taste, context, and the occasional irrational bet. When you inject AI into a machine designed to kill variance, you don’t get better ideas. You get faster sameness. Polished work. Confident work. Work that offends no one — and excites no one. AI is brilliant at averages. Culture is moved by outliers.”

Branding Strategy Insider

The Future Of Brand Creativity Belongs To The Small And Reckless - Branding Strategy Insider

Let’s stop pretending this AI rush is brave. It isn’t. It’s terrified. Across marketing holding companies, executives are racing to adopt AI ...