From generic thought leadership to thoughtful leadership: five rules for brands that actually belong on Substack.
Editorial is having a moment. Now I know that sounds self indulgent but hear me out. People are increasingly turning to longform storytelling – in audio, written or video format – as a break from the madness.
Because in a world where the Oxford University Press declared ‘rage bait’ the word of the year, longform feels like a worthy indulgence. Sitting down to consume something that will actually improve your intellect rather than suck what’s left of it out of your ears.
Traditionally artists rely on galleries, festivals, or cultural institutions for support and funding. These organisations don’t just distribute work, they also act as cultural gatekeepers, deciding what projects are worthy and what work should reach the public. But that model is being rewritten.
Hannah Bowler
Micro‑scenes, meme logic, and IRL moments shape youth marketing. Tech and AI aren’t the headline for these audiences, it's just a tool. Usefulness and participation, those are the areas to win. Louise Millar of Seed champions collaborative, human‑led designed experiences with results that travel.
Alex Zeevalkink
As AI platforms iterate at breakneck speed, MSQ’s Steve Gatfield argues for task-based training, reusable prompt libraries, and interoperable stacks. He hopes teams stop using AI for search and encourages them to start shaping models that can turn into real working partners focused on outcomes.
Hannah Bowler
