Progency: The AI-First Agency of the Future (Part 1)

History – 1

Before exploring the future, I began by asking the AIs (Claude, ChatGPT, DeepSeek) to write a history of marketing and advertising agencies.

The Earliest Agencies: Space Brokers to Brand Architects (1840s-1950s)

The origins of marketing agencies were remarkably humble. In 1841, Volney B. Palmer established what many consider the first advertising agency in Philadelphia, operating primarily as a “space broker” – purchasing newspaper advertising space wholesale and reselling it to businesses at a markup. This transactional model dominated the industry’s infancy.

By the late 19th century, agencies began their first significant evolution. J. Walter Thompson (founded 1864) pioneered the transition from mere space selling to offering creative services and strategic guidance. Similarly, McCann Erickson (established 1902) began developing comprehensive brand messaging as America industrialised. During this period, most businesses operated under the simple belief that good, affordable products would naturally attract customers, with marketing limited to basic product announcements.

The 1920s-1940s marked what historians call the “Sales Era,” as intensified competition forced consumer goods companies to develop more sophisticated selling techniques. Agencies formalised their structures to meet these needs, though their focus remained largely on persuasive tactics rather than deep customer understanding.

It wasn’t until the post-WWII economic boom that agencies truly came into their own as creative powerhouses – the era immortalised in “Mad Men.” This period saw marketing departments gain substantial influence over company direction, with agencies as their partners in crafting national brand identities. Creativity and mass media buying dominated the agency model, with legendary figures like Bill Bernbach, David Ogilvy, and Leo Burnett establishing agencies that would define advertising for decades.

The agency model was straightforward: 15% media commission plus production fees, with services divided into account management, creative development, media purchasing, and production. Measurement remained largely rudimentary – often guesswork – with agencies competing primarily on creative flair and storytelling ability rather than quantifiable results.

The Marketing Company Era and Agency Transformation (1960s-1990s)

The 1960s-1990s saw marketing agencies expand their influence as businesses increasingly prioritised customer satisfaction over pure product focus. This period witnessed the emergence of Direct Marketing and early Customer Relationship Management (CRM), utilising databases for more targeted campaigns.

Yet this era also cemented a problematic division within marketing operations: acquisition teams commanded 80-90% of budgets pursuing new customers through media buying and campaign management, while CRM teams operated as smaller, often marginalised units focused on retaining existing customers through loyalty programs, email, and personalised communications.

Agencies mirrored this division, with traditional agencies handling mass brand messaging and specialised direct marketing agencies managing customer retention – creating disconnects that would have lasting consequences for marketing efficiency.

The Age of Consolidation: Global Giants Emerge (1980s-1990s)

The 1980s witnessed perhaps the most significant structural transformation in the agency landscape with the rise of holding companies. This consolidation was epitomised by WPP – originally Wire and Plastic Products, a manufacturer of shopping baskets – which Martin Sorrell transformed through aggressive acquisitions into the world’s largest marketing services company.

Similar holding companies emerged: Omnicom (formed in 1986 through the merger of BBDO, DDB, and Needham Harper), Interpublic Group, Publicis, and Japan’s Dentsu. These conglomerates swallowed independent agencies to form massive marketing networks that could serve global clients across multiple disciplines and regions.

The holding company model was driven by several converging forces:

  1. Client globalisation demanding worldwide agency presence
  2. Media fragmentation requiring broader expertise
  3. Financial pressures for economies of scale
  4. The need to offer integrated services beyond traditional advertising

This consolidation created “full-service” offerings through specialised agencies under single corporate umbrellas. A client might simultaneously work with several agencies within the same holding company – one for creative development, another for media planning, yet another for PR or direct marketing.

While this model delivered shareholder value through acquisition and cross-selling, it often created complexity that clients found challenging to navigate. Critics argued that consolidation stifled creativity and entrepreneurial spirit, setting the stage for boutique agencies to emerge as nimble alternatives.

Relationship Marketing Era (1990s-2010)

The 1990s and early 2000s saw agencies emphasising the creation and maintenance of long-term customer relationships. However, the fundamental division between acquisition and retention persisted and even deepened. Acquisition continued to dominate agency budgets and attention, with retention activities receiving proportionally less investment despite their proven ROI advantage.

Boutique agencies found new purpose during this period, specialising in emerging disciplines like customer experience design, loyalty program management, and early digital marketing. Agencies like Crispin Porter + Bogusky gained recognition for edgy campaigns that larger, more process-driven competitors struggled to match.

Thinks 1574

Blake Morgan: “Bill [Canady] explains how the 80/20 principle (Pareto Principle) can be applied to business growth, profitability, and customer experience. By focusing on the most profitable customers and products, companies can streamline operations and maximize efficiency, rather than getting lost in low-impact activities.”

WSJ: “Idle chitchat may feel dreary, but it establishes the brain ‘synchrony’ that allows for more meaningful exchanges…Instead of resenting small talk, I now see it as a gateway to a more meaningful connection. After some soothing chitchat, I now feel more confident about taking risks and asking questions that I might have once worried were too far afield.”

Andrew Chen: “Imagine products that automatically adapt based on user behavior, rather than based on the actions of the vibe coder. For example, if the vibe coder has specified that the signup funnel should easy, then after seeing users struggle with it, the software can automatically vibe code itself to improve the flow by dropping steps or adding explanatory text. Right now we are in a paradigm where PMs specify behavior that software engineers specify in code. Imagine if PMs can specify outcomes, and the software is configured to automatically adapt to hit those outcomes.”

Shivani Tiwari: “The marketers who will thrive in the coming decade aren’t funnel optimizers. They’re community builders. They’re experience designers. They’re relationship cultivators.”

Bloomberg: “I realized that government is not structured around the idea of action, but preventing mistakes. And this is no bad thing. Government is not meant to function like a private-sector enterprise. It is far more complex than any business. For one thing, business leaders don’t have 535 legislators telling them what to do, whereas government often needs authorization from lawmakers, whose interests are not always aligned. The same legislators who like to talk about shrinking the size of government also boast about bringing home the bacon for their districts. Those who imagine citizens as shareholders misunderstand what we want from government: to deliver services, not maximize stock value. And if the principles of business are ill-suited for government, then the Silicon Valley ethos of moving fast and breaking things, which animates Musk and DOGE, is an especially bad fit for an entity that funds schools, food stamps, care for the elderly, medicine for the sick, air traffic control, and on and on. Move fast and break Twitter, that’s fine — you get a bunch of angry Tweeters. But do that in government and you risk lives. Government, in fact, is designed to mitigate risk — to prevent people from improperly being taken off Social Security, Medicaid or disability compensation for veterans. In government, the stakes for failure are a lot higher than for the private sector.”

The Exec Connect Playbook: Strategies for Strategic Connection (Part 6)

Additional AI Advice

Additional suggestions aggregated from Claude, ChatGPT, and DeepSeek.

Preparation

  • Objective Setting: Define 1-2 concrete objectives before each meeting. This helps you measure success beyond just “it went well” and keeps you focused if the conversation drifts. Clear objectives serve as your North Star, ensuring every element of your preparation supports these specific outcomes.
  • Value Hypothesis: Clearly articulate a pre-meeting value hypothesis: “If we solve X, your revenue or efficiency could potentially improve by Y%.” Executives respond strongly to quantifiable, business-impacting ideas. This transforms abstract solutions into concrete business value they can visualise and champion.
  • Competitive Intelligence: Research what solutions the prospect is currently using from your competitors. Understanding their existing tech stack can help you position your solutions more effectively. This knowledge allows you to address specific pain points in their current implementation rather than speaking in generalities.
  • Stakeholder Analysis: Beyond identifying the MIP, map the potential influencers and decision-makers who aren’t in the room but might impact any future decisions. Understanding the broader organisational dynamics helps you frame solutions that will resonate with the entire decision-making ecosystem.
  • Scenario Rehearsal: Prepare specific scenarios and role-play with your team, anticipating objections or challenging questions. This exercise sharpens your reflexes, ensuring you’re quick and confident in pivoting the conversation if needed. Well-practiced responses appear thoughtful rather than defensive.
  • Objection Anticipation: Prepare for the 3-5 most likely objections specific to that meeting and have concise, powerful responses ready. This preparation allows you to address concerns confidently and maintain momentum without appearing defensive or caught off-guard.
  • Pre-Meeting Value Teaser: Send a concise, personalised pre-read (e.g., a one-pager with a provocative industry insight or a case study relevant to their challenges). This primes the conversation and positions you as a proactive thought leader while setting a strategic foundation for your discussion.
  • Social Graph Mapping: Examine mutual connections on LinkedIn or through informal networks who can provide insights into the executive’s personal style, professional preferences, or past experiences. Leveraging shared connections can give you subtle yet powerful conversation starters and rapport-builders.
  • Contingency Scripting: Develop “if-then” scenarios for potential disruptions (e.g., tech failures, time cuts). For example, prepare a 5-minute elevator pitch version of your key points or a backup offline demo to maintain professionalism under pressure. This preparation ensures you remain composed regardless of circumstances.

During the Meeting

  • Real-Time Value Anchoring: Intermittently summarise how your discussion ties to their strategic goals (e.g., “What we’ve just explored could reduce your customer acquisition costs by 20%”). This reinforces ROI without overt selling, keeping the conversation focused on business outcomes rather than features.
  • The Power of Silence: Strategic pauses after asking important questions can be powerful. Executives often fill silence with valuable information when given space. This technique demonstrates confidence while creating opportunities for executives to reveal deeper insights than they might with rapid-fire conversation.
  • “Future-back” Questions: Ask provocative “future-back” questions, such as, “Imagine your business five years from now—what key innovation would be the main driver of your competitive advantage?” This framing often unlocks strategic insights and establishes you as a forward-thinking partner rather than a vendor focused on immediate needs.
  • Executive Mirroring: Adjust your communication style dynamically based on the executive’s cues—formal, analytical, concise, or conversational. Matching their preferred style deepens engagement and fosters trust by creating communication comfort and demonstrating interpersonal intelligence.
  • Metaphor Mapping: Create industry-specific metaphors that simplify complex concepts. These can be as memorable as your unique terminology and help executives internalise and share your ideas throughout their organization in accessible ways.
  • Digital Artifacts: Have a “leave-behind” digital resource that executives can reference after the meeting—perhaps a custom microsite or exclusive content. This extends your influence beyond the meeting and provides a concrete vehicle for your ideas to spread within the organisation.
  • Photo Op: Towards the end of the meeting, request permission for a photo with the executive, clearly indicating it might be shared on social media. This serves as a personal touchpoint, strengthens your professional credibility, and subtly reinforces your company’s visibility through executive-level endorsement.

Post-Meeting

  • Executive Summary: Send a brief, personalised note directly from you (not just your team) to the MIP within 24 hours, synthesising key insights from the meeting. This reinforces your personal commitment while capturing agreed-upon action items and insights while they remain fresh.
  • Value Loop Completion: Track and communicate back specific ways you’ve implemented their feedback or addressed concerns they raised during the meeting. This demonstrates active listening and genuine responsiveness, establishing a pattern of accountability that builds trust.
  • Internal Executive Sponsor: Assign a high-level internal sponsor on your team to personally oversee follow-up. Having a senior internal advocate demonstrates organisational commitment and significantly enhances credibility by ensuring consistent support beyond the initial meeting.
  • Relationship Calendar: Create a structured cadence for future touchpoints that isn’t dependent on immediate business opportunities. This proactive approach to relationship maintenance prevents connections from becoming purely transactional and ensures continuity regardless of sales cycles.
  • Executive Feedback Request: Within 24 hours, ask for candid feedback via a structured yet simple format (e.g., “On a scale of 1-10, how valuable was this meeting, and what could make it a 10?”). This signals humility and drives iterative improvement while demonstrating that you value the executive’s time and perspective.
  • Signature Follow-Up: Send a personalised token (e.g., a book relevant to their challenges, a curated article, or a brief video recap of key takeaways). This differentiates you from generic follow-ups and sustains mindshare through a tangible reminder of your conversation.
  • Insight Democratisation: Share meeting outcomes (e.g., executive pain points, strategic cues) in a centralised system tagged by industry, role, or challenge. This enables cross-functional teams to leverage insights for tailored solutions and future engagements, transforming individual executive connections into organisational intelligence.

Thinks 1573

Jessica Lessin: “At The Information, our formula is just very different. It’s going very, very deep into subject matters, into beat reporting. I think the most ambitious, world changing, impactful stories come from gathering string around companies and people and areas of expertise. And I worry, because I see a lot of other newsrooms with very talented reporters put those reporters on very broad and enterprise-like beats. How can we hold companies and leaders accountable without that kind of reporting day in and day out?”

Dalton Conley: “Do genes determine our destiny, as the hereditarians would say? Or do we enter the world as blank slates, formed only by what we encounter in our homes and beyond? What started as an intellectual debate quickly expanded to whatever anyone wanted it to mean, invoked in arguments about everything from free will to race to inequality to whether public policy can, or should, level the playing field. Today, however, a new realm of science is poised to upend the debate — not by declaring victory for one side or the other, nor even by calling a tie, but rather by revealing they were never in opposition in the first place. Through this new vantage, nature and nurture are not even entirely distinguishable, because genes and environment don’t operate in isolation; they influence each other and to a very real degree even create each other. The new field is called sociogenomics, a fusion of behavioral science and genetics.”

Economist: “If you had to define the indispensable power of a leader, which would you pick? Would it be probing intelligence? Boundless energy? Or perhaps just being lucky? One ability may not come to mind for many, but really should. For if there is a talent that every boss needs to master, it’s the ability to say the same thing over and over and over again without seeming bored. You don’t have to spend a lot of time with executives to hear repeated words and phrases. They might be drumming home the critical elements of their strategy to investors. They might be reciting talking-points with the media. They might be inculcating the company’s culture at town halls with employees, or telling the firm’s origin story for the thousandth time. What they are not doing is starting afresh every time.”

SaaStr: “There is one common factor, that founders know, but often lose track of in their pitch: every VC, at any stage, is looking for outliers. No matter the price or how early or late. Your pitch, your team, your metrics, your market position, your vision, your TAM, your everything, should honestly and transparently but aggressively and positively show how you can be an outlier. It is hard to make money as a VC, as odd as that may sound. You generally need several unicorns per fund, and 1 per year, to truly do well…Now, VCs have a benefit in that not every single investment has to be a unicorn. They do have the benefit of a portfolio approach, which founders don’t. But 1 or more from each “batch”, from each, fund, does need to be to do extremely well.  Far more than just 1 for a bigger fund.”

FT: “Why is poetry such a powerful way to access our deepest emotions? And how can it be useful for business leaders? I asked Deborah Alma, founder of the Poetry Pharmacy, and co-author of an unusual book published this week, The Poetry Business School. In it, Deborah and Mark Constantine, co-founder and chief executive of Lush, the global cosmetics group, have collaborated with Kate Downey-Evans, a business psychologist. Their aim is to show how poetry helps us towards decision-making, dealing with failure and uncertainty, and taking risks — as well as soothing us when times are hard.”

The Exec Connect Playbook: Strategies for Strategic Connection (Part 5)

Moreover

Here are some additional pointers.

Post-Meeting

Unless I have committed to sending specific emails or references, I leave the post-meeting follow-up to my team. My job has been done: provide them with the necessary opening or relationship uplift, which they can build on.

What I always do is conduct a thorough debrief with my team. We discuss what worked, what didn’t, and what signals they noticed that I might have missed. Since I’m deeply focused on navigating the conversation in real-time, I often miss subtle reactions or body language cues. These debriefs help me continuously refine my approach—because there is always room for improvement.

Virtual Meetings

At times, virtual meetings are unavoidable. These are significantly more challenging: maintaining eye contact is difficult, controlling distractions is harder, and the advantages of physical presence are lost. In these scenarios, I implement two critical protocols: (a) all Netcore team members keep their cameras on—which subtly encourages attendees to do likewise (speaking to black windows is particularly ineffective), and (b) I conduct periodic engagement checks, directly soliciting input from the MIP to ensure active participation.

Meal Meetings

While many executives favour breakfast/lunch/dinner meetings, I generally avoid them when possible. The challenges are numerous: small talk often dominates, demos become awkward, note-taking while eating is impractical, server interruptions disrupt conversation flow, and ambient noise compromises clarity. When these meetings are unavoidable, I select simple food options and quiet corners that allow me to prioritise the conversation.

**

My approach to executive meetings has evolved over decades. During my IndiaWorld days, I was the primary salesperson, learning through mistakes, reflection, and continuous improvement. At Netcore, though others handle direct sales, I treasure these Exec Connects for the invaluable insights they provide. The stories and lessons from these interactions become powerful teaching moments for our entire team, creating an organisational knowledge base of executive engagement strategies that continuously refines our approach.

These executive meetings, when done right, transcend typical business interactions to become relationship-building opportunities that deliver lasting value—not just for immediate business objectives, but for long-term strategic partnerships based on mutual understanding and shared vision. But these are not meetings that can be “winged” – careful preparation and orchestration is a must for success.

Thinks 1572

NYTimes: “Historically, migration to places like Dubai has been highly stratified: lots of migrants from poor countries doing difficult and sometimes dangerous construction and service work, alongside a handful of Western expats engaged in the classic arbitrage of living income-tax-free in a relatively inexpensive place where their education, skills and complexion command a premium. But governments in the Persian Gulf region have been liberalizing their migration policies, opening up opportunities for ambitious and talented people from across the globe by offering longer-term residency to skilled workers without a sponsor. In a bid to diversify and grow its economies, the region is throwing open its doors to entrepreneurs, engineers, artists, chefs, teachers, medical workers and educators, encouraging them not simply to work there for a few years and go home but to consider building their lives there long term.”

WaPo: “Caffeine works mainly by blocking receptors for adenosine, a compound that builds up in our brains during the day. “We think that adenosine serves as an important signaling molecule to let us know we need to rest. It’s sleep-inducing,” said Shawn Arent, a professor and chair of the department of exercise science at the University of South Carolina, who has studied caffeine and performance. When caffeine binds to the receptors, “adenosine can’t as readily induce that fatigue state because caffeine is taking up that receptor,” Arent said. “From an alertness standpoint, caffeine is acting on that adenosine receptor to really prevent adenosine from doing its job. We’re trying to prevent fatigue, we’re trying to delay sleepiness or overcome fatigue if we’re, for example, sleep-deprived.””

ET: “[Beyond AI], there’s a simpler, cheaper and more immediate opportunity that India is overlooking, one that could change the world just as dramatically, if not more: CRISPR (Clustered Regularly Interspaced Short Palindromic Repeats). CRISPR is not just a breakthrough, but it also allows us to rewrite the very code of life. With a few chemicals and a basic lab, scientists can edit DNA with precision unimaginable a decade ago. This is as monumental as the transistor or sequencing the human genome.”

DeepSeek founder [Zhen Fund’s Dai]: “We are at the early stage of a revolution where the technology improvement curve is steep…Companies should focus on breakthroughs instead of monetisation because a high school student can’t make much money, while if you train him to become PhD, he can make a lot more.”

FT asks if humans have passed peak brain power: “There has been remarkably little consistent long-running research on human attention or mental capacity. But there is a rare exception: every year since the 1980s, the Monitoring the Future study has been asking 18-year-olds whether they have difficulty thinking, concentrating or learning new things. The share of final year high school students who report difficulties was stable throughout the 1990s and 2000s, but began a rapid upward climb in the mid-2010s. This inflection point is noteworthy not only for being similar to performance on tests of intelligence and reasoning but because it coincides with another broader development: our changing relationship with information, available constantly online. Part of what we’re looking at here is likely a result of the ongoing transition away from text and towards visual media — the shift towards a “post-literate” society spent obsessively on our screens.”

The Exec Connect Playbook: Strategies for Strategic Connection (Part 4)

The Meeting – 2

Stories

An indispensable element of effective executive meetings is the strategic use of relatable narratives. I maintain a carefully curated “story bank” that illustrates key concepts through everyday experiences. When discussing personalisation challenges, I share my frustration with platforms like Amazon or Netflix that can’t simply be told to disregard searches made by family members. I then bridge to our vision of “MyTwin” technology that will intuitively understand these distinctions—connecting present pain points to future solutions.

These narratives create profound connection points during meetings. Executives visibly nod in recognition as they mentally substitute their own similar experiences. These shared frustrations transform abstract product discussions into visceral understanding of the problems we solve.

Unique Words and Phrases

An essential element of my executive meeting strategy involves introducing distinctive terminology that leaves a lasting impression. I strategically weave in concepts that are likely unfamiliar to attendees, creating intellectual novelty that differentiates our interactions from countless other vendor meetings. For example: AdWaste, Attention Recession, AI Twins, Madtech, Velvet Rope Marketing, SaaS is Software without Service, Progency, Shoppable Channels / Inbox Commerce, Earned Growth, “Rule of 40”, Best-Rest-Test-Next, N=1 Personalisation, Hotlines.

These carefully curated terms serve multiple strategic purposes. They demonstrate thought leadership and signal our innovative thinking. They create moments of genuine interest as executives encounter fresh perspectives. Most importantly, they make our meetings memorable—research consistently shows that people remember novel information that expands their understanding.

When I notice executives noting these terms or asking for clarification, I know I’ve created valuable intellectual intrigue. These “verbal memorabilia” become reference points in future communications, distinctive markers of our conversations that extend well beyond the meeting itself.

Maintaining Conversational Control

When multiple stakeholders attend, tangential or overly technical questions can derail the meeting’s momentum. I manage these situations by acknowledging the question’s value while deferring detailed answers: “Great question. I’ll have my team address that offline with you.” This preserves the conversation’s flow while ensuring all inquiries receive attention.

Note-Taking

I make extensive notes during executive comments, particularly when they share challenges or strategic objectives. This practice serves multiple purposes: it signals to executives that I value their input enough to document it, it provides material for personalised follow-up, and I get a better understanding of how they frame what I have said. After the meeting, these notes become invaluable for crafting customised follow-up communications that reference their specific language and priorities.

Strategic Meeting Conclusion

I conclude by suggesting a concrete next step, typically a workshop involving additional stakeholders. Rather than positioning this as a product showcase, I frame it as an opportunity to present “three to five actionable ideas” that address their specific challenges. This education-focused approach consistently generates more interest than traditional product pitches, setting the stage for broader organisational engagement.

**

These carefully orchestrated meeting techniques transform what could be routine business discussions into memorable experiences that position both you and your company as valuable strategic partners rather than mere vendors. By managing every aspect of the interaction—from timing to physical movement to conversation flow—you create the conditions for meaningful business relationships to flourish.

Thinks 1571

WaPo: “Eat a fiber-rich diet. This time-tested recommendation remains one of the strongest-studied ways to promote and preserve a healthy microbiome and improve your overall health. Eating a low-fiber diet leads to the loss of major categories of bacteria — and once certain groups are lost, they can be lost for good, even if you try later to ramp up fiber intake later. So the time to act is now. The more diverse your diet, the more diverse your microbiome, and the healthier you are. So choose a variety of high-fiber plants, nuts and fermented foods to feed your microbiome the nutrient buffet it deserves.”

McKinsey: “CTOs should instead think of data like a product. Product development requires dedicated management and funding, performance tracking, and quality assurance. So does data. Ideally, consumer organizations would deliver high-quality, accessible data to employees across functions. Our research shows that companies that treat data like a product can significantly reduce the time it takes to implement new use cases for their data, as well as the total cost of ownership. For a consumer player, high-value data such as customer ZIP codes should be managed with data infrastructure and APIs by cross-functional teams, which should include clear data product owners and have joint tech-business responsibility for outcomes.”

Dean W. Ball: “Manus is not a technology innovation story. It is a technology diffusion story…[William] Ding describes how, in the 19th century, Europe led the world in scientific innovation. The best research universities in the world were there. Aspiring researchers from all over the world—especially America—would travel to Europe to learn in their top-tier research institutions. But Europe did not use their innovations to their maximum advantage; instead, that honor went to America—the hungry, less sophisticated upstart. Europe led in innovation, but America led in diffusion (and eventually innovation also, but this took time). America thus reaped just as many, if not more, of the economic benefits of new inventions—even if those inventions were not primarily made on American soil. This pattern has repeated itself with the United States and China today—except this time, America is in Europe’s position. The United States led much of the innovation on lithium-ion batteries, solar panels, and electric cars, yet it is China that has exploited those technologies to their fullest advantage. Manus is evidence that something similar could happen in AI.”

Semi Analysis: “This is a Call for Action for the United States of America and the West. We are in the early precipice of a nonlinear transformation in industrial society, but the bedrock the US is standing on is shaky. Automation and robotics is currently undergoing a revolution that will enable full-scale automation of all manufacturing and mission-critical industries. These intelligent robotics systems will be the first ever additional industrial piece that is not supplemental but fully additive– 24/7 labor with higher throughput than any human—, allowing for massive expansion in production capacities past adding another human unit of work. The only country that is positioned to capture this level of automation is currently China, and should China achieve it without the US following suit, the production expansion will be granted only to China, posing an existential threat to the US as it is outcompeted in all capacities.”

Jaspreet Bindra: “In this new era, differentiation will rely less on having the most advanced AI and more on integrating it in support of established business strengths. Factors such as physical product innovation, brand equity, distribution networks, relationships and proprietary data will again become primary business moats. AI alone is not a business differentiator. How it is applied within these foundational assets will determine long-term success.”

The Exec Connect Playbook: Strategies for Strategic Connection (Part 3)

The Meeting – 1

After thorough preparation comes the moment of truth—the executive meeting itself. Success hinges not just on what you say, but on the entire experience you create from arrival to departure. Here’s how I approach these critical interactions to maximise impact and outcomes.

Punctuality and Pre-Meeting Intelligence

The cardinal rule of any Exec Connect meeting is punctuality. I make it a practice to arrive 15-20 minutes early, using this time strategically in three ways. First, I gather contextual clues from the reception area—company newsletters or displays often reveal organisational priorities. Second, if the executive is available early, I gain valuable additional time. Third, it allows my team to set up the presentation seamlessly, avoiding the credibility-damaging scenario of troubleshooting technical issues when the meeting officially begins.

Room Positioning Strategy

I pay careful attention to where I position myself in the meeting room. When possible, I choose a seat that allows me to maintain eye contact with the MIP while still having clear visual access to my presentation materials. This subtle positioning choice enables me to read micro-expressions and gauge engagement levels in real-time, allowing me to pivot topics or adjust my delivery if I detect waning interest or confusion. Physical positioning is a powerful yet often overlooked element of executive meeting dynamics.

Strategic Introductions

I keep opening introductions concise to preserve valuable meeting time. I typically introduce my colleagues briefly to establish their expertise without consuming minutes on extended credentials. As a personal touch, I bring autographed copies of my book, “Startup to Proficorn,” for the MIP (Most Important Person). This not only establishes thought leadership but invariably prompts curiosity about the term “proficorn,” creating an organic conversation starter.

Engaging Content Delivery

While some rapport-building small talk is necessary, I transition quickly to substantive discussion. Since we’ve requested the meeting, the initial responsibility to provide value falls on us. I come prepared with my “NeoMarketing” presentation highlighting how Agentic AI is transforming the marketing landscape. For maximum engagement, I coordinate with colleagues to demonstrate key capabilities—they handle the technical aspects while I provide the narrative, maintaining crucial eye contact with executives throughout.

Pivoting to Discovery

The pivotal moment comes when I shift from presentation to discovery by asking about their key business challenges. This seemingly simple question consistently unlocks meaningful dialogue, as executives invariably have pressing issues they’re eager to discuss with potential solution providers. When challenges emerge, I highlight “Only Netcore Can” innovations—unique capabilities that differentiate us from competitors. Sometimes I reference my published blog essays addressing similar problems, demonstrating that I’ve given substantial thought to these industry challenges.

Creating Dynamic Presence

Executive meetings demand theatrical awareness—we compete directly with the mobile devices in everyone’s hands. To maintain attention, I incorporate movement and dynamic presentation techniques, periodically walking to the screen to highlight key points. This physical movement forces visual re-engagement and breaks the hypnotic pull of devices. As I often tell my team, “We’re performers on a stage, responsible for sustaining audience engagement.” When executives ask questions, they become invested in hearing the answers, further deepening their engagement.

Thinks 1570

Arnold Kling: “The key characteristic of the new AI is not encyclopedic knowledge. It is its personality. For the first time in the history of computing, we can relate to a computer using human language. We don’t have to learn how to write code or navigate a menu. I think that the economic effect of AI will depend on how far this can be taken.”

Ruchir Sharma: “With signs of a slowdown starting to surface in the US, India and other recent economic stars, many people are looking for the next promising growth stories. The “circle of life” is one guide: it is the cycle of politics in which crisis forces reform, which generates recovery but then breeds complacency and decay. The cycle then starts again, crisis to crisis, ashes to ashes. At any point in time, a nation’s prospects can depend on where it stands in this circle…Let’s not forget that when a nation has its back to the wall, it is often forced to carry out serious reform. And recovery follows. The cycle turns constantly, and the circle of life is always creating new stars somewhere.”

WSJ: “The builders of an app called World—including Chief Executive Alex Blania and his co-founder Sam Altman of OpenAI fame—envision a time in the not-too-distant future when you can’t do much without an ocular check-in. AI agents will be so prevalent, and so humanlike, that we’ll need to repeatedly prove we’re real to prevent those AIs from masquerading as humans on everything from payment platforms to social networks…World says its network is anonymous and secure, and only proves you’re a person—but it could be made part of a broader identity system. One of World’s distinguishing features is that it is an “anonymous proof of human” system. That is, its eyeball scan can verify that you’re a human being and not an AI, but without additional software and systems, it can’t identify who you are. What could drive people to adopt a system like World’s will be the rise of ever-more-sophisticated AIs that will make doing business on the internet almost impossible without something like it, says Tiago Sada, chief product officer at the company.”

Forbes: “To understand Manus, imagine an invisible assistant who can use a computer just like you do—opening browser tabs, filling out forms, writing emails, coding software, and making real-time decisions. Except unlike you, it never gets tired. The key to its power lies in its multi-agent architecture. Rather than relying on a single neural network, Manus operates like an executive overseeing a team of specialized sub-agents. When assigned a complex task, it divides the problem into manageable components, assigns them to the appropriate agents, and monitors their progress. This structure enables it to tackle multi-step workflows that previously required multiple AI tools stitched together manually. Its cloud-based asynchronous operation is another game-changer. Traditional AI assistants need a user’s active engagement—Manus does not. It runs its tasks in the background, pinging users only when results are ready, much like a hyper-efficient employee who never requires micromanagement.”

FT: “DeepSeek’s R1 and other so-called “reasoning” models, such as OpenAI’s o3 and Anthropic’s Claude 3.7, consume more computing resources than previous AI systems at the point when a user makes their request, a process called “inference”. That has flipped the focus of demand for AI computing, which until recently was centred on training or creating a model. Inference is expected to become a greater portion of the technology’s needs as demand grows among individuals and businesses for applications that go beyond today’s popular chatbots, such as ChatGPT or xAI’s Grok. It is here that Nvidia’s competitors — which range from AI chipmaker start-ups such as Cerebras and Groq to custom accelerator processors from Big Tech companies including Google, Amazon, Microsoft and Meta — are focusing their efforts to disrupt the world’s most valuable semiconductor company. “Training makes AI and inference uses AI,” said Andrew Feldman, chief executive of Cerebras. “And the usage of AI has gone through the roof . . . The opportunity right now to make a chip that is vastly better for inference than for training is larger than it has been previously.””