| Mentioned.

Agents make mistakes. That was never going to be surprising. The real risk is a supervisor who has quietly stopped supervising. Who mistakes a good-looking report for a good result, who lets "it's early days" become a permanent excuse, who never checks whether the promised scale-up actually happened.

We don’t even live in social media anymore. We now live in interest media. Five years ago, you got content from the people you followed, even if you didn’t give a shit what your cousin was doing that day. Today, when you open up TikTok, Instagram, or Facebook, you’re getting content based on what you’re currently interested in. Attention has moved. We live in a world that is incredibly fragmented, and I think we all know that. The Intoxicating Part The most intoxicating thing

To be mentioned is to enter the decision. To be absent is to risk disappearing before the buyer has even started their formal research.

What has changed is not the importance of search. What has changed is the context around it. Consumers no longer move in a straight line from search result to website to contact form.

For years, companies treated the website as the beginning of the buyer journey. A prospect saw an ad, clicked through, landed on a homepage, read a few sections and decided whether to contact the company. That journey still exists. But it is no longer the only one. And in many markets, it is no longer the dominant one. Today, buyers often form an opinion before they ever visit your website. They search your name on Google. They compare you with competitors. They look at Linke