Thinking

Thinking is
part of
the work.

Ideas and analysis on strategic communication, media transformation, reputation, technology, creativity, education and organizational change.

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Strategic CommunicationMedia TransformationBrand & ReputationCreative StrategyDigital CommunicationInstitutional CommunicationSustainability CommunicationAI & CommunicationMedia & the BalkansContent SystemsEdTechInteractive StorytellingEducation & Technology

Fashionably dressed person sits bored beside a goldfish bowl while holding a smartphone in a minimalist gallery.

Behavior2026-09-22T13:22:00.000Z

Maybe We Don't Have Shorter Attention Spans. Maybe Things Are Just More Boring.

We keep blaming collapsing attention spans for everything from short videos to unread emails. But the evidence suggests a more uncomfortable possibility: people can still pay attention. They just have more opportunities than ever to leave when something isn't worth it.

6 minRead article

Advertising2026-09-15T14:37:00.000Z

Congratulations. Your Ad Was Fun. What Was the Brand Again?

Brands increasingly want us to play with their advertising rather than simply watch it. There is only one awkward problem: people can remember the game and forget who paid for it. So when does playvertising build brands, and when does it just build a very expensive little game?

7 min

Hotel reception built from Google review cards and star ratings in front of the hotel's website.

Brand2026-09-10T21:00:00.000Z

Your Customers Have Already Built Your Second Homepage

I increasingly choose hotels, restaurants and local businesses before I ever reach their websites. Google reviews tell me what the brand promises. Customers tell me whether it happened. And AI is making that public reputation even harder to ignore.

8 min

A person handing digital account keys to an AI assistant beside an open vault.

Technology2026-09-09T09:44:00.000Z

Meta Muse Has One Small Problem: You Have to Trust Meta

Meta’s new Muse agent can read, browse, negotiate, buy and act on a user’s behalf. That makes it more than another AI assistant. It represents a shift from technology competing for our attention to technology asking for authority over our actions, money and digital lives.

6 min

Media2026-09-05

Dear Meta, Someone Appears to Have Found the Delete Albania Button

A love letter to Meta, whose platforms promised to give everyone a voice but may also have made silencing one surprisingly easy. Albania’s latest Instagram takedowns reveal a much bigger problem: when reporting systems become enforcement systems, the report button can start looking suspiciously like infrastructure for censorship.

8 min

Digital Strategy2026-09-03

I Went Looking for Shoes. Instagram Took It Personally.

I looked for a pair of shoes. A few hours later, Instagram had apparently concluded that footwear was the central unresolved issue in my life. Funny, yes. But underneath it is a much bigger change in how people discover, consider and buy products online.

10 min

Person surrounded by algorithmic product recommendations that recognize his identity but misunderstand his current interests.

Technology2026-08-29

Personalization Is Starting to Feel Strangely Impersonal.

The internet knows my name, what I clicked and possibly more about my taste in sofas than I do. So why does so much personalization still feel like being enthusiastically misunderstood? The problem may be that brands have become very good at recognition and strangely bad at relevance.

7 min

Technology × Human Behaviour2026-08-20

Give AI the Boring Parts. Keep the Weird Ones.

I use AI constantly. Not because I want it to think for me, but because I want fewer stupid things standing between an idea and what I can do with it. The danger is not that AI becomes too creative. It is that humans become too comfortable accepting whatever it gives them.

7 min

Technology & Human Behaviour2026-08-13

The QR Code Won. We All Lost a Little.

QR codes promised to connect the physical and digital worlds. Somewhere along the way, we also discovered they were excellent at moving work from businesses onto customers.

7 min

Brand2026-08-01

A Brand Is Now Partly What AI Says About It.

Brands used to worry about what they said, what journalists said and what appeared on Google. Now another interpreter has entered the room: AI systems that can compress the internet’s opinion of a company into one remarkably confident paragraph.

7 min