Kondiment

🍎 When Steve Jobs returned to Apple in 1997, the company had dozens of products on the market.

Within months, most of them were gone.

Apple dramatically simplified its product lineup and concentrated its resources on a much smaller number of products.

That decision changed the company's direction. 🚀

It also says something interesting about marketing.

When growth slows down, the instinct is often to add another channel, another campaign or another audience.

⚖️ But every new initiative competes for the same time, budget and attention.

Focus it's about making sure the work that matters gets the attention it deserves.

If you looked at your current marketing strategy today, what would you stop doing?

Micro creators influence buying decisions faster because they've already built trust within a specific community.

Their content is part of conversations people actively follow, making branded collaborations feel relevant rather than disruptive. Recommendations come from a familiar voice, which lowers hesitation and speeds up purchase decisions.

In 2026, creator marketing is less about audience size and more about audience quality. Brands that choose creators based on community fit, credibility and shared interests often see stronger engagement, higher-quality interactions and better conversion potential.

The best partnerships happen when three things align:
• the right creator
• the right audience
• the right context

Which creator consistently makes branded content feel natural in your feed?

Marketing is more than campaigns, ads or social media.
It’s about understanding people, building connections and turning ideas into something meaningful.

Today we celebrate the people behind the strategy, creativity and decisions that shape how brands communicate every day.

Happy International Day of Marketing to everyone in the industry.

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