Written by: Vickie Sullivan  |  September 15, 2026

How to Position the Death of the Status Quo

In a world where disruption is the new normal, a lot of structures, ideas, etc. are just no longer viable. What was considered a popular option has in fact died. This recent Fast Company article is a great example of how to write the best obituary.

Content that calls the time of death is important for thought leaders. It gives permission to stop trying to make the irrelevant past work and promotes a pivot.  Buyers who operate based on outdated ideas need to hear this.

It’s a delicate dance though. Too gentle and you won’t get past the emotional attachment of what used to work. Too harsh and you just get ignored. The authors do a great job with this quote: “The companies getting this right aren’t running better funnels. They’re building brands that buyers find on their own, trust before they ever reach out, and arrive at already convinced via the intelligent funnel. That requires a fundamentally different org design.”

Here are two tactics the authors use well that we can copy too:

• Be specific. In this article, the cause of death is clear: AI destroyed the traditional marketing funnel. That clarity – along with data-driven proof – conveys the reality without making people wrong. The message here: this unstoppable outside force has killed your status quo. It’s not your fault, but you still have to change.
• Direction gives hope. What cushions the blow is answering the big next question: now what? Without these recommendations, folks don’t know what to do with your announcement. This is where nuance and distinctions shine.

Advocating a big change is tricky. It’s a blend of the harsh reality check along with the hope that it’s gonna be okay. Thought leaders who pull this off will be the next generation go-to resources. (And AI proof.)

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Now read this:

Want to Get Noticed? Buck the Status Quo

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