Colin and Neli Rooney on marketing, business, and life, from two people refusing to do marketing the old way.

We run WonderWorks Design, we do marketing. And the work has taught us one thing the data now backs hard: the hard sell is finished. People don't buy from being sold to anymore, they're exhausted by it and they've stopped trusting it. For the first time in the history of social media, the algorithms agree: platforms now reward genuine, human content over promotion. Trust is the new reach.

That's why we call ourselves the anti-marketers. Not because we're against marketing — we're a marketing business — but because the marketing that works now looks nothing like what most people are still doing. Being real is the strategy.

And no, we're not anti-AI, far from it. We think the next decade belongs to people who get both: let the machines handle the scale, and let the humans handle the trust, the emotion, the real connection no algorithm can fake.