33_Zero’s Substack

Strategists, there’s a hot new framework in town - it’s K-Shaped!

The growing gap between your richest and poorest customers demands sharper tools than demographic segmentation

May 21 • 33_Zero

1

1

April 2026

Is America foreclosing on its dream of the open road?

The closed petrostate and the end of driving as the ultimate symbol of American freedom

Apr 8 • 33_Zero

2

1

March 2026

Yes, you’re more productive. Yes, your consumers might be spending less. Both can be true.

The economics of AI are splitting into competing narratives. Both have consequences for how brands plan, spend and build teams.

Mar 31 • 33_Zero

3

February 2026

Davos Insights Pt.2: Can Chatbots Avoid Commodification? The Answer Is Already Here

Last week we asked whether chatbots can avoid commodification. The short answer: some can, some can't - and the split is already visible in the numbers.

Feb 2 • 33_Zero

4

January 2026

Davos AI Insights Pt.1: The Employment Shock, Creativity Crisis and Software Revolution

We parse the key insights from five of the biggest minds in AI and consider how they impact our work

Jan 28 • 33_Zero

2

October 2025

AI's Swiss Cheese Opportunity, Peak Social Media and Energy Bills That Disappear

Shift Notes 05: LLMs don't get addicted to dopamine, we may have passed peak social media and Octopus is eliminating energy bills through brand strategy

Oct 17, 2025 • 33_Zero

August 2025

Companies Beat Climate Goals in Secret, China Plays AI Differently, and Shops Wage Price War on Customers

Shift Notes 04: Companies are exceeding climate goals (but won't tell you), China open-sources AI while US builds moats, and surge pricing hits high…

Aug 15, 2025 • 33_Zero

1

June 2025

AI is coming for your job (but can't pay its own bills) + the invisible war on truth

How AI's broken economics will reshape everything & Russia is grooming your chatbot

Jun 24, 2025 • 33_Zero

April 2025

Capitalism can’t solve the energy crisis but it can help, AI as an ally not adversary, and the brand void in America's fading soft power

Shift Notes 02 - April

Apr 28, 2025 • 33_Zero

February 2025

Is AI value shifting from Big Tech to consumers? 1 of 3 forces reshaping brand strategy in 2025

Shift Notes 01. A new format from 33_Zero

Feb 26, 2025 • 33_Zero

1

January 2025

Facts Are Optional: Brand Navigation in Trump's America

Meta signals how corporate America will realign under Trump. Brands need a new navigation system.

Jan 15, 2025 • 33_Zero

November 2024

Trump, Truth & Net Zero

Time to Rethink 'Green' Marketing

Nov 7, 2024 • 33_Zero