Future Commerce The Next Wave of Marketers: Curious, Collaborative, Chaos-Embracing
Apr 11, 2025
Pini Yakuel, CEO of Optimove, champions positionless marketing, advocating for fluid roles within organizations to harness talent effectively. Nikolas Badminton, Chief Futurist at Futurist.com, explores how AI should enhance creativity, not replace human insight. They discuss the importance of trusting younger leaders, breaking down silos, and embracing chaos in innovative work environments. The conversation also highlights the need for organizations to evolve, balancing technology and creativity for future success in marketing.
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Startups' Positionless Advantage
- Startups get things done because they operate without fixed roles, adapting across functions quickly.
- This speed and fluidity let them outpace larger companies locked into rigid structures.
AI Handles Bad Friction
- AI acts as an essential tool to manage information overload, allowing humans to focus on creative processes.
- Removing unnecessary friction lets humans engage with meaningful, life-affirming challenges.
Tech Needs Process Change
- New technology without process change just accelerates inefficient old workflows.
- Giving powerful AI tools to inexperienced users risks diminishing deep expertise and quality over time.