Less people, doing better work?

Over the next decade we will see a whole heap of new brands being created. The top 100 brands will look a lot different over the next 10 years.

We will also see them being created with a lot less people. Base44 recently sold to Wix for $80m. They had just eight employees.

It’s interesting to see that even in 2022 from the launch of a startup to first hire it was under 6 months now it’s over 9 months.

A team of 15 highly talented people will compete with a global network of offices with 5,000 plus people.

I especially think this is interesting in adland.

Brands have so many options from directly with freelancers to building in-house teams. When they hire agencies they hire for a specific expertise.

And if your expertise is extremely valuable and differentiated, people will be knocking on your door.

Image credit: Don McCullin, Early morning, Steel Foundry, West Hartlepool, County Durham, 1963

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