The Editor
“I have spent twenty years trying to keep brands from sounding like everyone else. Undiluted is the room where that conversation carries on out loud.”
Undiluted exists because the most interesting conversation in marketing right now is not being had in public. It happens in one-to-one messages, in the quiet ten minutes after a workshop, in the dinner where nobody is taking notes. This is the publication of that conversation.
My career has moved through language, global content, and artificial intelligence in that order. Each of those domains, in its own way, is a study of how meaning survives scale. The pattern I keep noticing is that the systems built to scale meaning are also the systems most likely to erase it.
For most of the last decade, marketing has been asked to industrialise. Some of that was overdue. The rest of it has quietly hollowed out what made a category legible in the first place. The brands that will still command a premium in ten years are the ones whose leaders defended the expensive, unscalable, distinctive thing during this period.
Undiluted is a platform for those leaders. It publishes verdicts under a running series called Signal or Noise, longer essays on the questions that will not resolve in a single verdict, and hosts a small number of unrecorded dinners each year. There is no advertising. No sponsorship. No panel discussions. Just an opinion, offered honestly, in a register you can trust.