How to avoid the enshittification of your content strategy. Less is better!

The Priority Prism choosing what to do, and what not to do. In recent years, marketing complexity has exploded: new touchpoints, new formats, new platforms, and new AI-driven tools. The promise is efficiency; the result is often fragmentation. Many content strategies start with a clear direction but, over time, become cluttered with disconnected activities—chasing trends, adding channels, and experimenting with tools. Output increases, but impact doesn't. This is precisely when 'enshittification' begins. In this session, I will present the Priority Prism, a decision-making framework designed for CMOs and marketing managers to restore order to complexity. The model is based on a simple principle: every piece of content must be filtered through a specific primary brand goal—whether it's Sales, Awareness, Positioning, or Talent Attraction. Every goal requires coherent actions and, crucially, specific sacrifices. Through real-world cases and practical applications, we will see how to use the Prism to: Select high-impact initiatives.Eliminate 'decorative' activities. Avoid AI-enabled compulsive production. Concentrate budget and teams on a few strategic actions. The thesis is clear: in today's landscape, the ultimate competitive advantage isn't doing everything—it's choosing what NOT to do. This speech is for those who feel the pressure to be everywhere but want to return to a strategy that is legible, coherent, and measurable. Less noise. More direction. Real impact.