# S3.E1: The Chaos Tax: Marketing Drift in Action

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Text version: https://stenobird.com/podcast/bullhorns-and-bullseyes-6688432/s3-e1-the-chaos-tax-marketing-drift-in-action.md
Podcast: [Bullhorns and Bullseyes](https://stenobird.com/podcast/bullhorns-and-bullseyes-6688432)
Published: 2026-04-28T11:10:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/bullhorns-and-bullseyes/episodes/S3-E1-The-Chaos-Tax-Marketing-Drift-in-Action-e3idrm6
Audio file: https://anchor.fm/s/e556de6c/podcast/play/118992006/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-3-24%2F2374edbc-a6cc-8883-a8ea-46122004729c.mp3
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JSON: https://stenobird.com/v1/public/podcasts/bullhorns-and-bullseyes-6688432/episodes/s3-e1-the-chaos-tax-marketing-drift-in-action
Duration seconds: 3371

## Resource

Season 3 kicks off by exploring marketing drift —the gradual (and often invisible) way businesses lose alignment with their customers over time. As AI makes it easier to execute faster and at scale, many companies are unknowingly accelerating that drift—amplifying the wrong message, chasing tactics, and increasing complexity. The result is what Tom and Curtis call the chaos tax : more activity, more spend, and less impact. This episode introduces a new framework for getting back on course, starting with a simple but critical shift: diagnosis before deployment . N.B.: Let’s continue the conversation on our Substack ! And please remember to subscribe the Substack newsletter so you never miss an episode! Takeaways: Warning: AI amplifies whatever you feed it—right or wrong. Marketing drift happens gradually, then suddenly—and most teams don’t recognize it. AI often accelerates that drift by scaling misaligned messaging and tactics. The chaos tax is the cost of drift: increased effort, spend, and complexity without results. Most brands rely on internal assumptions instead of real customer insights. Diagnosis before deployment helps realign marketing before scaling it. The path forward starts by reconnecting with the customer—not doubling down on tactics. The four principles for modern marketing that we will explore in Season 3: → Diagnosis before deployment → Coherence before creativity → Meaning before media → Revenue before reach Find and Follow: Find all episodes at bullhornsbullseyes.com . Be sure to subscribe to our Substack to never miss an episode! Follow the show on LinkedIn! Learn more about Collideascope and Creative Mill at their respective websites. Connect with Curtis and Tom on LinkedIn. Check out our newsletter, Amplify and Aim !

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