Wael Mckee

Leaders should establish what their communications need to achieve and give employees time to question work that falls short. AI can contribute to the process, but the business remains responsible for everything published under its name. A faster production process should still leave room for careful judgment.

People rarely follow brands because those brands simply provide information. They follow brands because those brands make them feel understood.

I have seen too many businesses sit in frustration, convinced they have built something better, only to watch competitors with objectively weaker products outperform them. And every time, the same question comes up: Why are we not winning if our product is better? The uncomfortable answer is this: your product is not the problem. Your […]

Luxury has never been about being seen everywhere. It has always been about being remembered. I have spent years inside rooms where brands debate what to show the world, what to post, what to announce, what to push next. The conversation is almost always framed as addition: more content, more campaigns, more touchpoints, more visibility. […]