Recently, I sat down with Liam Cole from Poppins Agency.

A small team, fully committed to AI.He said something that’s stayed with me:“Being boutique means we can move faster than a 600 person agency.”

It resonated...Because most companies are adding AI like another tool in the stack. But some are reimagining the whole way they work. That shift from adding to rebuilding is significant, and changes everything.Agility suddenly outweighs scale.

Albeit the brands leaning on human relationships will still cut through the noise. It left me wondering:When the rules of scale no longer apply......how do we measure advantage?