Author name: Nikita Lakhiani

For decades, executing marketing plans around funnels has been one of the most enduring frameworks in business. Consumers moved from awareness to consideration, from consideration to purchase, and from purchase to loyalty. It is also becoming one of the least representative of how growth actually happens now and modern growth is increasingly ecosystem-driven. Consumers no

For much of the last decade, marketers have been obsessed with attention. How to capture it?  How to buy it?  How to optimize it?  How to convert it? Yet one of the clearest messages emerging is that attention alone is becoming a weaker predictor of growth. Trust, increasingly, is becoming a more valuable asset. Consumers

The returns your dashboard can’t see are the ones that compound. Let me give you a number that should stop every CMO in their tracks. Kroger ran a brand campaign. Standard attribution tools measured the impact. What they captured was 17% of the actual sales effect. The other 83% was real, measurable, and happening —

For decades, business leaders believed that scale was the ultimate competitive advantage. Build distribution. Build awareness. Build market share. Build operational efficiency. Do it well enough, and growth would follow. That formula created many of the world’s most successful companies. It is also becoming increasingly insufficient. One of the clearest messages emerging is that competitive

Two weeks ago, I argued that being absent from an AI-generated answer is now more damaging than ranking second in a search result. The response was strong. The fair follow-up question was: where’s the proof this is already happening, not just theorised? Two data points, from two different directions, answer it. 1. The Consumer Side