I have limited experience in software and tech. Even if I did rocket science for a short amount of time, I chose a career in marketing.
And I have to say, I find it difficult to understand the constant storm of communication and debate around each weekly release, and how it is supposed to change everything again.
Last week is a great example. Clawbot. “Skills” for Anthropic. And then the same discussion starts again: SaaS is dead, agents are the future, agents are already surpassed. With so many commentators on the topic.
First, I have to say this: Anthropic is miles away in how they communicate around their product versus their peers. It feels like Apple in the 90s. I love their ads on Claude as well, by the way. And I guess this is part of their strength: turning conversations to their advantage.
My maybe naive way of looking at it is simpler. What matters most is creating superior capabilities that create outcomes with a competitive edge.
It’s close to what Nielsen Norman Group has been saying for years: outcome, the value we deliver, beats output, the feature we ship. You can ship features nonstop and still not improve what users can actually do.
This is why, for Alphabrand, we might be SaaS, or an agentic platform, or become autonomous agents. Our business model may shift over time too, licensing, tokenization, performance-driven. As long as we stay focused on making marketing teams take the best decisions for their brands, faster.
This is our north star at alphabrand.
And for that, we will build and maintain superior capabilities that keep the focus on value delivered to our clients: quality, productivity, and security.
We will assemble people with super-capabilities, and the right environment for them to thrive.
This will be hard and smart work. But this is what drives us.