Some consider the recent essay “From Hierarchy to Intelligence,” co-authored by Jack Dorsey and Sequoia’s Roelof Botha, as the new organizational blueprint. Think of this new org structure as three layers. There’s an execution layer, powered by AI agents working 24/7. There’s an orchestration layer that involves both humans and agents. Finally, there’s a judgment that needs to entirely be human, where strategy, creativity, governance live. That’s the org chart marketers should be sketching now.

Do more with more

The new doctrine is that AI should not “do more with less.” Rather, it’s expanding what’s possible. One CMO is replacing 75 internal creatives with mission-team SWATs: two creatives, one researcher, one product marketing manager, one generalist marketer, and weeks of work compressed to hours.

Kill the pitch

One CMO refused to let three agencies do throwaway work on a sustainable brand, demanding authenticity and deliberate effort to get quality. The new yardstick for an optimal agency-client relationship: culture, chemistry, creds. CMOs must find “fellow pirates” who believe what you believe and skip the dog-and-pony show. One brand executive reverse-pitched a major creative agency three times to take on their work until they said yes.

Say no

Real authenticity is what you decline, not what you say. The act of turning down, walking away from, and saying no is what real bravery in marketing looks like. If it doesn’t pass the whiff test, don’t even entertain it. “Boldness isn’t a personality trait. It’s a belief system.”

This recap was produced with the assistance of AI transcription and summarization tools. All content was reviewed and edited by the author.