The playbooks were written for a market that no longer exists.
Every established marketing practice was built on an assumption that a person would find you, read you and decide. Machines now do the first two and increasingly shape the third. Each practice is taken apart on the same four questions: what it assumed, what broke, what the work is now, and which numbers replace the old ones.
Rewritten so far
- Search and AI answers, formerly SEO — Ranking still matters. It just no longer ends in a visit, which changes what a page is for.
- Paid advertising, formerly performance marketing — The platforms took the levers marketers used to pull. What is left to engineer is what the ad says.
Being rewritten
Not links yet, because they are not written yet: social, outreach, content marketing, PR and placement, product marketing, analytics. They publish as they are finished, each carrying its own evidence.