If we want to help challengers beat the outspenders, we need to outsmart the inc
By Alisonmonk · October 29, 2026 · Curated by George's Blog
If we want to help challengers beat the outspenders, we need to outsmart the incumbents.
Our industry’s default answer to almost every problem is more tech. Eden Collective's answer is top talent and healthy skepticism that challenges conventionally held views.
That is why Chris Novak and I are overjoyed to welcome Aris Spenjian as EVP Media Science, one of seven new hires since the beginning of the year. Aris studied literature and intended to go to law school, then spent a decade building data science practices at Zenith, Spark Foundry and Google.
Says Aris, “skepticism and intellectual curiosity are foundational to the scientific method, yet much of marketing runs toward groupthink. At Eden Collective, I found a scrappy, deeply analytical team that embrace skepticism to find what’s actually working. For growth brands on the cusp of major scale, getting to that truth is make-or-break.”
https://lnkd.in/eREHTEz9