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Everything is PR. A weekly breakdown of how news, brands, and politicians hack your attention, and how to use the same playbook for your own positioning. By Alisa Zhur.
Latest essays
28 Sep 2026 · Alisa Zhur
What If the Pope Ran AI Safety?
When did AI become evil, and can Sunday school save it?
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14 Aug 2026 · Alisa Zhur
Who killed the story?
A pre-mortem for your next campaign, in twelve sentences people actually said.
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12 Jun 2026 · Alisa Zhur
A 1984 Burger Ad Did What Most Growth Campaigns Still Can’t
40 years ago, “Where’s the beef?” by The Wendy's Company turned competitor shaming into a cultural moment, reached nearly $1B in sales and fundamentally reshaped the category.
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7 May 2026 · Alisa Zhur
No Lesson Learnt: Coinbase and the Crypto Hire-Fire Cycle
Coinbase fired 700 people during its 12th profitable quarter.
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