August 2026

Voluntary Deskilling: Why We Reward Mediocrity (In Music and AI)

Leave a Comment / Info, Strategy / Lorenzo Casella

Have you ever noticed something? Every time a new technology lowers the barrier to entry for a skill, someone worries that we’re “flattening” everything. It happened with calculators. It happened with Excel. It happened with Canva. And now it’s happening with artificial intelligence. And every time a “non-traditional” artist fills stadiums without ever attending a […]

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Smartphones Are All Starting to Look the Same, but Pixel 11 Pro Moves the Battle to Intelligence

Leave a Comment / Info, Strategy / Lorenzo Casella

Smartphones have a problem: they are all starting to look the same. Beautiful displays, ultra-fast processors, three cameras, similar batteries, and fast charging. Hardware continues to improve, of course, but the gap between one flagship and another is becoming increasingly narrow. And when everyone reaches more or less the same level, the question changes. It

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Using Hooks to Create Signals

Leave a Comment / Strategy, Tips / Lorenzo Casella

In digital marketing, hooks are often seen only as a tool for capturing attention. That interpretation, however, is incomplete. An effective hook doesn’t just stop someone from scrolling. It also sends precise signals to the platform’s algorithm. This changes the way advertising creatives should be designed. It’s no longer enough to ask how to generate

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New iPhones Coming in September: The Brilliant Marketing Behind the Absence of the Base Model

Leave a Comment / Info, Strategy / Lorenzo Casella

I spent more than 40 minutes watching a video about a phone that, officially, does not exist yet. Apple has announced nothing. And yet online there are already renders, comparisons, predictions, technical specifications, and discussions about models that nobody has actually held. It’s an absurd dynamic, but also a tremendously interesting one: Apple’s silence has

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Why the Last Click Doesn’t Generate the Lead: The Truth About Multi-Touch Attribution

Leave a Comment / Info, Strategy / Lorenzo Casella

When someone submits a form, you’re not witnessing the birth of interest. You’re witnessing its conclusion. The attribution model that gives all the credit to the last interaction tells only one scene of a movie that lasted weeks. Here’s why it’s misleading, and what you should be looking at instead. Who Actually Generated That Lead?

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The 7-11-4 Rule: Real Data or Digital Marketing Myth?

Leave a Comment / Info, Strategy / Lorenzo Casella

7 hours, 11 touchpoints, 4 platforms. The rule is everywhere, often attributed to Google. But where does it actually come from? More importantly, is it backed by evidence or is it simply a marketing legend that keeps repeating itself? Here’s the honest answer. Is the 7-11-4 Rule Official Google Data? No. And that’s the first

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