Value Re-Engineered: The New Premium Tobias Dahlberg March 17, 2026 – 4 min read Share this post Intelligence Gen Z Discovers Everywhere and Trusts Almost Nothing Why the biggest challenge in modern marketing is no longer getting discovered—it’s getting believed. In Brief Gen Z has more ways to discover brands than any previous generation. They encounter products and brands through TikTok, Instagram, YouTube, Reddit, creators, AI assistants, online communities and social commerce. And what& By Tobias Dahlberg • 2 min read Intelligence AI Is Becoming the First Sales Meeting In Brief For decades, the buying journey began with a search engine, a sales representative or a recommendation from a colleague. Increasingly, it begins with an AI. Whether using ChatGPT, Microsoft Copilot, Google’s AI Mode, Perplexity or enterprise AI assistants, buyers are asking machines to summarise markets, shortlist suppliers, By Tobias Dahlberg • 5 min read Intelligence The New Gatekeeper: When Algorithms Choose Before Humans Do In Brief Customers increasingly don’t choose from the market in the way we are used to. They choose from options pre-selected by machines. Recommendation engines, AI assistants, procurement platforms, and ranking algorithms now filter reality before humans ever see it. If your brand isn’t surfaced by these By Tobias Dahlberg • 3 min read Journal You Don’t Need a Bigger Lake. You Need Better Bait. There is a question that comes up surprisingly often in strategy discussions. This came up today in a board meeting I attended. "How big is the market for this segment? Is it big enough". It’s a perfectly sensible question. Investors ask it. Boards ask it. Management teams By Tobias Dahlberg • 3 min read Intelligence Gen Z Discovers Everywhere and Trusts Almost Nothing Why the biggest challenge in modern marketing is no longer getting discovered—it’s getting believed. In Brief Gen Z has more ways to discover brands than any previous generation. They encounter products and brands through TikTok, Instagram, YouTube, Reddit, creators, AI assistants, online communities and social commerce. And what& By Tobias Dahlberg • 2 min read Signals The GLP-1 Consumer Is Rewriting the Value of Every Bite The GLP-1 Consumer Is Rewriting the Value of Every Bite By Tobias Dahlberg • 2 min read Intelligence AI Is Becoming the First Sales Meeting In Brief For decades, the buying journey began with a search engine, a sales representative or a recommendation from a colleague. Increasingly, it begins with an AI. Whether using ChatGPT, Microsoft Copilot, Google’s AI Mode, Perplexity or enterprise AI assistants, buyers are asking machines to summarise markets, shortlist suppliers, By Tobias Dahlberg • 5 min read Journal Why Your Growth Strategy Is (Likely) Built on Outdated Assumptions Every growth strategy contains a hidden set of assumptions. But are they true? By Tobias Dahlberg • 9 min read brand strategy The Cost of Choice Confusion Many companies think they have an awareness problem. "If only more people knew about us". While this might be part of the problem, the underlying issue is a bigger one. They have a choice problem. The choice problem exists downstream from the awareness problem. Potential customers know they By Tobias Dahlberg • 3 min read
Intelligence Gen Z Discovers Everywhere and Trusts Almost Nothing Why the biggest challenge in modern marketing is no longer getting discovered—it’s getting believed. In Brief Gen Z has more ways to discover brands than any previous generation. They encounter products and brands through TikTok, Instagram, YouTube, Reddit, creators, AI assistants, online communities and social commerce. And what& By Tobias Dahlberg • 2 min read
Intelligence AI Is Becoming the First Sales Meeting In Brief For decades, the buying journey began with a search engine, a sales representative or a recommendation from a colleague. Increasingly, it begins with an AI. Whether using ChatGPT, Microsoft Copilot, Google’s AI Mode, Perplexity or enterprise AI assistants, buyers are asking machines to summarise markets, shortlist suppliers, By Tobias Dahlberg • 5 min read
Intelligence The New Gatekeeper: When Algorithms Choose Before Humans Do In Brief Customers increasingly don’t choose from the market in the way we are used to. They choose from options pre-selected by machines. Recommendation engines, AI assistants, procurement platforms, and ranking algorithms now filter reality before humans ever see it. If your brand isn’t surfaced by these By Tobias Dahlberg • 3 min read
Journal You Don’t Need a Bigger Lake. You Need Better Bait. There is a question that comes up surprisingly often in strategy discussions. This came up today in a board meeting I attended. "How big is the market for this segment? Is it big enough". It’s a perfectly sensible question. Investors ask it. Boards ask it. Management teams By Tobias Dahlberg • 3 min read
Intelligence Gen Z Discovers Everywhere and Trusts Almost Nothing Why the biggest challenge in modern marketing is no longer getting discovered—it’s getting believed. In Brief Gen Z has more ways to discover brands than any previous generation. They encounter products and brands through TikTok, Instagram, YouTube, Reddit, creators, AI assistants, online communities and social commerce. And what& By Tobias Dahlberg • 2 min read
Signals The GLP-1 Consumer Is Rewriting the Value of Every Bite The GLP-1 Consumer Is Rewriting the Value of Every Bite By Tobias Dahlberg • 2 min read
Intelligence AI Is Becoming the First Sales Meeting In Brief For decades, the buying journey began with a search engine, a sales representative or a recommendation from a colleague. Increasingly, it begins with an AI. Whether using ChatGPT, Microsoft Copilot, Google’s AI Mode, Perplexity or enterprise AI assistants, buyers are asking machines to summarise markets, shortlist suppliers, By Tobias Dahlberg • 5 min read
Journal Why Your Growth Strategy Is (Likely) Built on Outdated Assumptions Every growth strategy contains a hidden set of assumptions. But are they true? By Tobias Dahlberg • 9 min read
brand strategy The Cost of Choice Confusion Many companies think they have an awareness problem. "If only more people knew about us". While this might be part of the problem, the underlying issue is a bigger one. They have a choice problem. The choice problem exists downstream from the awareness problem. Potential customers know they By Tobias Dahlberg • 3 min read
