The work that used to take a quarter — a campaign rollout, a landing page chapter, a video drop — now takes a week. Tooling improved that much.
The constraint shifted. It's not production capacity anymore; it's editorial judgment. The bottleneck is knowing what to make, not how.
In-house teams that adapted: they pruned the org chart, ran fewer projects, and gave individual designers and writers more room.
The teams that didn't: they hired more producers, ran more rituals, and shipped less. Conway's law caught up with them.
— published September 10, 2024, 3 min read
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