Let’s just say it: Most digital marketing metrics are bullshit.

Impressions? Clicks? Views? Cute.

They look great in a deck and make everyone feel productive, but when it comes to answering the only question that actually matters, "Did this move the needle?" those metrics are basically confetti in a hurricane.

Enter the hero we don’t talk about enough: Incrementality.

You can have the fanciest CRM, the prettiest dashboards, and a 52-step drip sequence, but if you don’t understand how to actually get someone to stop scrolling, lean in, and care? You’re not doing marketing. You’re doing admin.

Let’s get back to basics, the human brain.

Marketing is about understanding how attention works. And more importantly, how desire is manufactured.

Let’s talk about a trend that’s managed to be both hilarious and deeply revealing at the same time: the ChatGPT action figure.

At first, it was clever. An unexpected and playful way to anthropomorphize AI, something that lives entirely in the ether, by giving it a tangible, toy-like form. It was commentary. It was pop art. It was a joke that worked on multiple levels.