about 2x

2x is an exploration of how AI, culture, and human psychology are colliding to create entirely new consumer behaviors.

things i’m tracking:

• why AI native brands outperform traditional ones (hint: it's not the tech)

• how machine learning reveals what focus groups miss about human desire

• what happens when consumers know the algorithm better than brands do

• why the most successful marketing increasingly looks nothing like marketing

this is really about understanding how technology is fundamentally rewiring how people make decisions.

who I am

my name is Sam, and i’ve been in marketing for over 14 years. i’m currently an adjunct marketing professor, content creator, and i also work with a handful of major brands.

i started 2x because the gap between how marketers think people behave and how they actually behave has never been wider - it’s just that AI has made it painfully visible. so now…where do we go from here?

who should read this

you'll like this if you:

• know AI changes everything but tired of the hype

• notice customers/users/people behaving in ways that make no sense

• want to understand the psychology - not just the technology

• think most marketing advice ignores how people actually live now

you'll hate this if you:

• want "10 AI prompts for marketers"

• think AI is just another tool in the stack

• need definitive answers rather than better questions

• prefer frameworks to first principles

what’s really going on

marketing is having an identity crisis because consumer behavior has stopped following the rules.

so this newsletter exists to make sense of the chaos. i'm building it in public, figuring it out as I go.

if you're asking the same questions, let's explore them together.

newsletters come out honestly…when i have an idea (for now)

- Sam