I don’t believe in love either. I don’t believe in loving the dashboard and not

By Walter Susini · November 4, 2026 · Curated by George's Blog

I don’t believe in love either.

I don’t believe in loving the dashboard and not talking to a consumer in years.

I don’t believe in loving attribution and not being able to explain why anyone bought.

I don’t believe in loving one thory or book so much you stop thinking.

I don’t believe in loving “mental availability” as an excuse for having no idea.

I don’t believe in loving distinctive assets and having nothing distinctive to say.

I don’t believe in loving benchmarks and best practices which is loving the competitor’s homework.

I don’t believe in loving AI just because it makes a thousand mediocre things cheaper than one good one.

I don’t believe in loving personalisation and losing the courage to say one big thing to everyone.

I don’t believe in loving the pitch and choosing agencies by theatre instead of by work.

I don’t believe in loving procurement’s brief more than the brand’s problem.

I don’t believe in loving the word “risk” and never running a test you could lose.

I don’t believe in loving efficiency and calling it growth.

I don’t believe in loving the quarter and forgetting the forty years that built the brand you are harvesting.

I don’t believe in loving an influencer because your brand needs someone else’s credibility to borrow

I don’t believe in loving being right about marketing more than loving marketing.

So yes. I don’t believe in love. I believe in what love does to a price premium. Everything above is just cheaper.