The other day, I was catching up with a former colleague when they asked how we’re navigating AI and all the changes across the digital marketing landscape. As I started writing out my answer, I realized just how much has changed at Working Planet over the past five years, and how much of that probably isn’t obvious to people who aren’t directly involved with us today. So, I took some time to reflect on what’s changed, what hasn’t, and how we've evolved since transitioning t

Before you decide how much you're willing to spend on a test, you should know what you're hoping to get out of it. After all, your budget should be driven by the value of the answer to your question. The dream outcome is obvious. You discover a channel full of your ideal customers, they're converting below your CAC target, and you've found your next growth engine. Ten or fifteen years ago, that happened more often. Today, it rarely does.

Every business faces plateaus, industry shifts, and moments where the old playbook stops working. Long-term success comes from adapting quickly, learning continuously, and making strategic pivots before they become mandatory. It also requires a collaborative partnership where both teams stay aligned, challenge assumptions, share insights, and work together to navigate constant changes in the digital landscape. We're sharing lessons we've learned from one of our longstanding

Cheese is doing a lot of heavy lifting in the name, “cheeseburger.” It’s a small part of the overall product. The bun, the meat, the toppings, how it’s cooked, that’s what actually makes it good. But none of that gets called out. The cheese gets top billing. To be fair, it matters. Take it away, and something feels off, but no one would argue that the cheese is the reason the burger works. Search plays a similar role in a lot of marketing programs.