Okay, so apparently the new marketing advice is: make more content so ChatGPT and Google AI Overviews cite you. We need everyone to sit with that for a second, because we just spent the better part of five years telling people that “more content” wasn’t the answer to their growth problem — and now the audience for “more content” is a robot instead of a human, and somehow that made it sound smarter.

In June, someone on REI’s marketing team watched an Instagram ad go live for a bicycle with a second set of handlebars sprouting out from underneath the seat, a chain that duplicated itself, and a rider whose face looked stitched together from three different photoshoots — and it sat there, live, for a full week, before anyone caught it.

We get asked a lot, especially by growth leaders who’ve been burned by reporting before: what actually makes a dashboard good? Here’s what we’ve landed on after building these for brands across the outdoor and wellness space.

The Outdoor Industry Association just reported a record-breaking number: 183.2 million Americans participated in outdoor recreation in 2025. The numbers can look encouraging enough that nobody wants to ask the harder question: what is actually driving this growth, and will it still be there when the category cools down?

Mikayla and Kalia traveled to Texas and Seattle to watch the World Cup, and our extremely professional marketing takeaway is this: the NFL should be jealous.

Across the outdoor and wellness industries, brands are starting to recognize an often overlooked truth—attention isn’t just about visibility. It’s about resonance. As the algorithmic noise increases, the brands with the clearest and most consistent voices are more likely to make a lasting impact.

We live in the FOMO generation– multitasking at every point of the day. Marketing is no different. Everyone’s trying to be everywhere at once. But over-marketing is like an overbooked schedule. You show up everywhere, yet never make an impact. When your brand is spread too thin, it misses the full power of performance.

Social media influencers. TV commercials. Email advertisements. Newspaper stories. YouTube Pre-roll. Radio spots. Click bait ads. Every day we are all bombarded with hundreds of ads just by simply moving through the world. But what makes an ad great? What makes someone remember your brand?