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Picture this: You’re in a meeting room at your tech company, and two people are having what looks like the same conversation about the same design problem. One is talking about whether the team has the right skills to tackle it. The other is diving deep into whether the solution actually solves the user’s problem. Same room, same problem, completely different lenses.

This is the beautiful, sometimes messy reality of having both a Design Manager and a Lead Designer on the same team. And if you’re wondering how to make this work without creating confusion, overlap, or the dreaded “too many cooks” scenario, you’re asking the right question.

The traditional answer has been to draw clean lines on an org chart. The Design Manager handles people, the Lead Designer handles craft. Problem solved, right? Except clean org charts are fantasy. In reality, both roles care deeply about team health, design quality, and shipping great work. 

The magic happens when you embrace the overlap instead of fighting it—when you start thinking of your design org as a design organism.

The Anatomy of a Healthy Design Team

Here’s what I’ve learned from years of being on both sides of this equation: think of your design team as a living organism. The Design Manager tends to the mind (the psychological safety, the career growth, the team dynamics). The Lead Designer tends to the body (the craft skills, the design standards, the hands-on work that ships to users).

But just like mind and body aren’t completely separate systems, so, too, do these roles overlap in important ways. You can’t have a healthy person without both working in harmony. The trick is knowing where those overlaps are and how to navigate them gracefully.

When we look at how healthy teams actually function, three critical systems emerge. Each requires both roles to work together, but with one taking primary responsibility for keeping that system strong.

The Nervous System: People & Psychology

Primary caretaker: Design Manager
Supporting role: Lead Designer

The nervous system is all about signals, feedback, and psychological safety. When this system is healthy, information flows freely, people feel safe to take risks, and the team can adapt quickly to new challenges.

The Design Manager is the primary caretaker here. They’re monitoring the team’s psychological pulse, ensuring feedback loops are healthy, and creating the conditions for people to grow. They’re hosting career conversations, managing workload, and making sure no one burns out.

But the Lead Designer plays a crucial supporting role. They’re providing sensory input about craft development needs, spotting when someone’s design skills are stagnating, and helping identify growth opportunities that the Design Manager might miss.

Design Manager tends to:

• Career conversations and growth planning
• Team psychological safety and dynamics
• Workload management and resource allocation
• Performance reviews and feedback systems
• Creating learning opportunities

Lead Designer supports by:

• Providing craft-specific feedback on team member development
• Identifying design skill gaps and growth opportunities
• Offering design mentorship and guidance
• Signaling when team members are ready for more complex challenges

The Muscular System: Craft & Execution

Primary caretaker: Lead Designer
Supporting role: Design Manager

The muscular system is about strength, coordination, and skill development. When this system is healthy, the team can execute complex design work with precision, maintain consistent quality, and adapt their craft to new challenges.

The Lead Designer is the primary caretaker here. They’re setting design standards, providing craft coaching, and ensuring that shipping work meets the quality bar. They’re the ones who can tell you if a design decision is sound or if we’re solving the right problem.

But the Design Manager plays a crucial supporting role. They’re ensuring the team has the resources and support to do their best craft work, like proper nutrition and recovery time for an athlete.

Lead Designer tends to:

• Definition of design standards and system usage
• Feedback on what design work meets the standard
• Experience direction for the product
• Design decisions and product-wide alignment
• Innovation and craft advancement

Design Manager supports by:

• Ensuring design standards are understood and adopted across the team
• Confirming experience direction is being followed
• Supporting practices and systems that scale without bottlenecking
• Facilitating design alignment across teams
• Providing resources and removing obstacles to great craft work

The Circulatory System: Strategy & Flow

Shared caretakers: Both Design Manager and Lead Designer

The circulatory system is about how information, decisions, and energy flow through the team. When this system is healthy, strategic direction is clear, priorities are aligned, and the team can respond quickly to new opportunities or challenges.

This is where true partnership happens. Both roles are responsible for keeping the circulation strong, but they’re bringing different perspectives to the table.

Lead Designer contributes:

• User needs are met by the product
• Overall product quality and experience
• Strategic design initiatives
• Research-based user needs for each initiative

Design Manager contributes:

• Communication to team and stakeholders
• Stakeholder management and alignment
• Cross-functional team accountability
• Strategic business initiatives

Both collaborate on:

• Co-creation of strategy with leadership
• Team goals and prioritization approach
• Organizational structure decisions
• Success measures and frameworks

Keeping the Organism Healthy

The key to making this partnership sing is understanding that all three systems need to work together. A team with great craft skills but poor psychological safety will burn out. A team with great culture but weak craft execution will ship mediocre work. A team with both but poor strategic circulation will work hard on the wrong things.

Be Explicit About Which System You’re Tending

When you’re in a meeting about a design problem, it helps to acknowledge which system you’re primarily focused on. “I’m thinking about this from a team capacity perspective” (nervous system) or “I’m looking at this through the lens of user needs” (muscular system) gives everyone context for your input.

This isn’t about staying in your lane. It’s about being transparent as to which lens you’re using, so the other person knows how to best add their perspective.

Create Healthy Feedback Loops

The most successful partnerships I’ve seen establish clear feedback loops between the systems:

Nervous system signals to muscular system: “The team is struggling with confidence in their design skills” → Lead Designer provides more craft coaching and clearer standards.

Muscular system signals to nervous system: “The team’s craft skills are advancing faster than their project complexity” → Design Manager finds more challenging growth opportunities.

Both systems signal to circulatory system: “We’re seeing patterns in team health and craft development that suggest we need to adjust our strategic priorities.”

Handle Handoffs Gracefully

The most critical moments in this partnership are when something moves from one system to another. This might be when a design standard (muscular system) needs to be rolled out across the team (nervous system), or when a strategic initiative (circulatory system) needs specific craft execution (muscular system).

Make these transitions explicit. “I’ve defined the new component standards. Can you help me think through how to get the team up to speed?” or “We’ve agreed on this strategic direction. I’m going to focus on the specific user experience approach from here.”

Stay Curious, Not Territorial

The Design Manager who never thinks about craft, or the Lead Designer who never considers team dynamics, is like a doctor who only looks at one body system. Great design leadership requires both people to care about the whole organism, even when they’re not the primary caretaker.

This means asking questions rather than making assumptions. “What do you think about the team’s craft development in this area?” or “How do you see this impacting team morale and workload?” keeps both perspectives active in every decision.

When the Organism Gets Sick

Even with clear roles, this partnership can go sideways. Here are the most common failure modes I’ve seen:

System Isolation

The Design Manager focuses only on the nervous system and ignores craft development. The Lead Designer focuses only on the muscular system and ignores team dynamics. Both people retreat to their comfort zones and stop collaborating.

The symptoms: Team members get mixed messages, work quality suffers, morale drops.

The treatment: Reconnect around shared outcomes. What are you both trying to achieve? Usually it’s great design work that ships on time from a healthy team. Figure out how both systems serve that goal.

Poor Circulation

Strategic direction is unclear, priorities keep shifting, and neither role is taking responsibility for keeping information flowing.

The symptoms: Team members are confused about priorities, work gets duplicated or dropped, deadlines are missed.

The treatment: Explicitly assign responsibility for circulation. Who’s communicating what to whom? How often? What’s the feedback loop?

Autoimmune Response

One person feels threatened by the other’s expertise. The Design Manager thinks the Lead Designer is undermining their authority. The Lead Designer thinks the Design Manager doesn’t understand craft.

The symptoms: Defensive behavior, territorial disputes, team members caught in the middle.

The treatment: Remember that you’re both caretakers of the same organism. When one system fails, the whole team suffers. When both systems are healthy, the team thrives.

The Payoff

Yes, this model requires more communication. Yes, it requires both people to be secure enough to share responsibility for team health. But the payoff is worth it: better decisions, stronger teams, and design work that’s both excellent and sustainable.

When both roles are healthy and working well together, you get the best of both worlds: deep craft expertise and strong people leadership. When one person is out sick, on vacation, or overwhelmed, the other can help maintain the team’s health. When a decision requires both the people perspective and the craft perspective, you’ve got both right there in the room.

Most importantly, the framework scales. As your team grows, you can apply the same system thinking to new challenges. Need to launch a design system? Lead Designer tends to the muscular system (standards and implementation), Design Manager tends to the nervous system (team adoption and change management), and both tend to circulation (communication and stakeholder alignment).

The Bottom Line

The relationship between a Design Manager and Lead Designer isn’t about dividing territories. It’s about multiplying impact. When both roles understand they’re tending to different aspects of the same healthy organism, magic happens.

The mind and body work together. The team gets both the strategic thinking and the craft excellence they need. And most importantly, the work that ships to users benefits from both perspectives.

So the next time you’re in that meeting room, wondering why two people are talking about the same problem from different angles, remember: you’re watching shared leadership in action. And if it’s working well, both the mind and body of your design team are getting stronger.

“Language is not merely a set of unrelated sounds, clauses, rules, and meanings; it is a totally coherent system bound to context and behavior.” — Kenneth L. Pike

The web has accents. So should our design systems.

Design Systems as Living Languages

Design systems aren’t component libraries—they’re living languages. Tokens are phonemes, components are words, patterns are phrases, layouts are sentences. The conversations we build with users become the stories our products tell.

But here’s what we’ve forgotten: the more fluently a language is spoken, the more accents it can support without losing meaning. English in Scotland differs from English in Sydney, yet both are unmistakably English. The language adapts to context while preserving core meaning. This couldn’t be more obvious to me, a Brazilian Portuguese speaker, who learned English with an American accent, and lives in Sydney.

Our design systems must work the same way. Rigid adherence to visual rules creates brittle systems that break under contextual pressure. Fluent systems bend without breaking.

Consistency becomes a prison

The promise of design systems was simple: consistent components would accelerate development and unify experiences. But as systems matured and products grew more complex, that promise has become a prison. Teams file “exception” requests by the hundreds. Products launch with workarounds instead of system components. Designers spend more time defending consistency than solving user problems.

Our design systems must learn to speak dialects.

A design dialect is a systematic adaptation of a design system that maintains core principles while developing new patterns for specific contexts. Unlike one-off customizations or brand themes, dialects preserve the system’s essential grammar while expanding its vocabulary to serve different users, environments, or constraints.

When Perfect Consistency Fails

At Booking.com, I learned this lesson the hard way. We A/B-tested everything—color, copy, button shapes, even logo colors. As a professional with a graphic design education and experience building brand style guides, I found this shocking. While everyone fell in love with Airbnb’s pristine design system, Booking grew into a giant without ever considering visual consistency.  

The chaos taught me something profound: consistency isn’t ROI; solved problems are.

At Shopify. Polaris () was our crown jewel—a mature design language perfect for merchants on laptops. As a product team, we were expected to adopt Polaris as-is. Then my fulfillment team hit an “Oh, Ship!” moment, as we faced the challenge of building an app for warehouse pickers using our interface on shared, battered Android scanners in dim aisles, wearing thick gloves, scanning dozens of items per minute, many with limited levels of English understanding.

Task completion with standard Polaris: 0%.

Every component that worked beautifully for merchants failed completely for pickers. White backgrounds created glare. 44px tap targets were invisible to gloved fingers. Sentence-case labels took too long to parse. Multi-step flows confused non-native speakers.

We faced a choice: abandon Polaris entirely, or teach it to speak warehouse.

The Birth of a Dialect

We chose evolution over revolution. Working within Polaris’s core principles—clarity, efficiency, consistency—we developed what we now call a design dialect:

Constraint	Fluent Move	Rationale
Glare & low light	Dark surfaces + light text	Reduce glare on low-DPI screens
Gloves & haste	90px tap targets (~2cm)	Accommodate thick gloves
Multilingual	Single-task screens, plain language	Reduce cognitive load

Result: Task completion jumped from 0% to 100%. Onboarding time dropped from three weeks to one shift.

This wasn’t customization or theming—this was a dialect: a systematic adaptation that maintained Polaris’s core grammar while developing new vocabulary for a specific context. Polaris hadn’t failed; it had learned to speak warehouse.

The Flexibility Framework

At Atlassian, working on the Jira platform—itself a system within the larger Atlassian system—I pushed for formalizing this insight. With dozens of products sharing a design language across different codebases, we needed systematic flexibility so we built directly into our ways of working. The old model—exception requests and special approvals—was failing at scale.

We developed the Flexibility Framework to help designers define how flexible they wanted their components to be:

Tier	Action	Ownership
Consistent	Adopt unchanged	Platform locks design + code
Opinionated	Adapt within bounds	Platform provides smart defaults, products customize
Flexible	Extend freely	Platform defines behavior, products own presentation

During a navigation redesign, we tiered every element. Logo and global search stayed Consistent. Breadcrumbs and contextual actions became Flexible. Product teams could immediately see where innovation was welcome and where consistency mattered.

The Decision Ladder

Flexibility needs boundaries. We created a simple ladder for evaluating when rules should bend:

Good: Ship with existing system components. Fast, consistent, proven.

Better: Stretch a component slightly. Document the change. Contribute improvements back to the system for all to use.

Best: Prototype the ideal experience first. If user testing validates the benefit, update the system to support it.

The key question: “Which option lets users succeed fastest?”

Rules are tools, not relics.

Unity Beats Uniformity

Gmail, Drive, and Maps are unmistakably Google—yet each speaks with its own accent. They achieve unity through shared principles, not cloned components. One extra week of debate over button color costs roughly $30K in engineer time.

Unity is a brand outcome; fluency is a user outcome. When the two clash, side with the user.

Governance Without Gates

How do you maintain coherence while enabling dialects? Treat your system like a living vocabulary:

Document every deviation – e.g., dialects/warehouse.md with before/after screenshots and rationale.

Promote shared patterns – when three teams adopt a dialect independently, review it for core inclusion.

Deprecate with context – retire old idioms via flags and migration notes, never a big-bang purge.

A living dictionary scales better than a frozen rulebook.

Start Small: Your First Dialect

Ready to introduce dialects? Start with one broken experience:

This week: Find one user flow where perfect consistency blocks task completion. Could be mobile users struggling with desktop-sized components, or accessibility needs your standard patterns don’t address.

Document the context: What makes standard patterns fail here? Environmental constraints? User capabilities? Task urgency?

Design one systematic change: Focus on behavior over aesthetics. If gloves are the problem, bigger targets aren’t “”breaking the system””—they’re serving the user. Earn the variations and make them intentional.

Test and measure: Does the change improve task completion? Time to productivity? User satisfaction?

Show the savings: If that dialect frees even half a sprint, fluency has paid for itself.

Beyond the Component Library

We’re not managing design systems anymore—we’re cultivating design languages. Languages that grow with their speakers. Languages that develop accents without losing meaning. Languages that serve human needs over aesthetic ideals.

The warehouse workers who went from 0% to 100% task completion didn’t care that our buttons broke the style guide. They cared that the buttons finally worked.

Your users feel the same way. Give your system permission to speak their language.

Today’s web is not always an amiable place. Sites greet you with a popover that demands assent to their cookie policy, and leave you with Taboola ads promising “One Weird Trick!” to cure your ailments. Social media sites are tuned for engagement, and few things are more engaging than a fight. Today it seems that people want to quarrel; I have seen flame wars among birders.  

These tensions are often at odds with a site’s goals. If we are providing support and advice to customers, we don’t want those customers to wrangle with each other. If we offer news about the latest research, we want readers to feel at ease; if we promote upcoming marches, we want our core supporters to feel comfortable and we want curious newcomers to feel welcome. 

In a study for a conference on the History of the Web, I looked to the origins of Computer Science in Vienna (1928-1934)  for a case study of the importance of amiability in a research community and the disastrous consequences of its loss. That story has interesting implications for web environments that promote amiable interaction among disparate, difficult (and sometimes disagreeable) people.

The Vienna Circle

Though people had been thinking about calculating engines and thinking machines from antiquity, Computing really got going in Depression-era Vienna.  The people who worked out the theory had no interest in building machines; they wanted to puzzle out the limits of reason in the absence of divine authority. If we could not rely on God or Aristotle to tell us how to think, could we instead build arguments that were self-contained and demonstrably correct? Can we be sure that mathematics is consistent? Are there things that are true but that cannot be expressed in language? 

The core ideas were worked out in the weekly meetings (Thursdays at 6) of a group remembered as the Vienna Circle. They got together in the office of Professor Moritz Schlick at the University of Vienna to discuss problems in philosophy, math, and language. The intersection of physics and philosophy had long been a specialty of this Vienna department, and this work had placed them among the world leaders.  Schlick’s colleague Hans Hahn was a central participant, and by 1928 Hahn brought along his graduate students Karl Menger and Kurt Gödel. Other frequent participants included philosopher Rudolf Carnap, psychologist Karl Popper, economist Ludwig von Mises (brought by his brother Frederick, a physicist),  graphic designer Otto Neurath (inventor of infographics), and architect Josef Frank (brought by his physicist brother, Phillip).  Out-of-town visitors often joined, including the young Johnny von Neumann, Alfred Tarski, and the irascible Ludwig Wittgenstein. 

When Schlick’s office grew too dim, participants adjourned to a nearby café for additional discussion with an even larger circle of participants.  This convivial circle was far from unique.  An intersecting circle–Neurath, von Mises, Oskar Morgenstern–established the Austrian School of free-market economics. There were theatrical circles (Peter Lorre, Hedy Lamarr, Max Reinhardt), and literary circles. The café was where things happened.

The interdisciplinarity of the group posed real challenges of temperament and understanding. Personalities were often a challenge. Gödel was convinced people were trying to poison him. Architect Josef Frank depended on contracts for public housing, which Mises opposed as wasteful. Wittgenstein’s temper had lost him his job as a secondary school teacher, and for some of these years he maintained a detailed list of whom he was willing to meet. Neurath was eager to detect muddled thinking and would interrupt a speaker with a shouted “Metaphysics!” The continuing amity of these meetings was facilitated by the personality of their leader, Moritz Schlick, who would be remembered as notably adept in keeping disagreements from becoming quarrels.

In the Café

The Viennese café of this era was long remembered as a particularly good place to argue with your friends, to read, and to write. Built to serve an imperial capital, the cafés found themselves with too much space and too few customers now that the Empire was gone. There was no need to turn tables: a café could only survive by coaxing customers to linger. Perhaps they would order another coffee, or one of their friends might drop by. One could play chess, or billiards, or read newspapers from abroad. Coffee was invariably served with a glass of purified spring water, still a novelty in an era in which most water was still unsafe to drink. That water glass would be refilled indefinitely. 

In the basement of one café, the poet Jura Soyfer staged “The End Of The World,” a musical comedy in which Professor Peep has discovered a comet heading for earth.

Prof. Peep: The comet is going to destroy everybody!

Hitler:  Destroying everybody is my business.

Of course, coffee can be prepared in many ways, and the Viennese café developed a broad vocabulary to represent precisely how one preferred to drink it: melange, Einspänner, Brauner, Schwarzer, Kapuziner. This extensive customization, with correspondingly esoteric conventions of service, established the café as a comfortable and personal third space, a neutral ground in which anyone who could afford a coffee would be welcome. Viennese of this era were fastidious in their use of personal titles, of which an abundance were in common use. Café waiters greeted regular customers with titles too, but were careful to address their patrons with titles a notch or two greater than they deserved. A graduate student would be Doktor, an unpaid postdoc Professor.  This assurance mattered all the more because so many members of the Circle (and so many other Viennese) came from elsewhere: Carnap from Wuppertal, Gödel from Brno, von Neumann from Budapest. No one was going to make fun of your clothes, mannerisms, or accent. Your friends wouldn’t be bothered by the pram in the hall. Everyone shared a Germanic Austrian literary and philosophical culture, not least those whose ancestors had been Eastern European Jews who knew that culture well, having read all about it in books.

The amiability of the café circle was enhanced by its openness. Because the circle sometimes extended to architects and actors, people could feel less constrained to admit shortfalls in their understanding. It was soon discovered that marble tabletops made a useful surface for pencil sketches, serving all as an improvised and accessible blackboard.

Comedies like “The End Of The World” and fictional newspaper sketches or feuilletons of writers like Joseph Roth and Stefan Zweig served as a second defense against disagreeable or churlish behavior. The knowledge that, if one got carried away, a parody of one’s remarks might shortly appear in Neue Freie Presse surely helped Professor Schlick keep matters in hand.

The End Of Red Vienna

Though Austria’s government drifted to the right after the War, Vienna’s city council had been Socialist, dedicated to public housing based on user-centered design, and embracing  ambitious programs of public outreach and adult education. In 1934 the Socialists lost a local election, and this era soon came to its end as the new administration focused on the imagined threat of the International Jewish Conspiracy. Most members of the Circle fled within months: von Neumann to Princeton, Neurath to Holland and Oxford, Popper to New Zealand, Carnap to Chicago. Prof. Schlick was murdered on the steps of the University by a student outraged by his former association with Jews.  Jura Soyfer, who wrote “The End Of The World,” died in Buchenwald.

In 1939, von Neumann finally convinced Gödel to accept a job in Princeton. Gödel was required to pay large fines to emigrate. The officer in charge of these fees would look back on this as the best posting of his career; his name was Eichmann.

Design for Amiability

An impressive literature recounts those discussions and the environment that facilitated the development of computing. How can we design for amiability?  This is not just a matter of choosing rounded typefaces and a cheerful pastel palette. I believe we may identify eight distinct issues that exert design forces in usefully amiable directions.

Seriousness: The Vienna Circle was wrestling with a notoriously difficult book—Wittgenstein’s Tractus Logico-Philosophicus—and a catalog of outstanding open questions in mathematics. They were concerned with consequential problems, not merely scoring points for debating. Constant reminders that the questions you are considering matter—not only that they are consequential or that those opposing you are scoundrels—help promote amity.

Empiricism: The characteristic approach of the Vienna Circle demanded that knowledge be grounded either in direct observation or in rigorous reasoning. Disagreement, when it arose, could be settled by observation or by proof. If neither seemed ready to hand, the matter could not be settled. On these terms, one can seldom if ever demolish an opposing argument, and trolling is pointless.

Abstraction: Disputes grow worse when losing the argument entails lost face or lost jobs. The Vienna Circle’s focus on theory—the limits of mathematics, the capability of language—promoted amity. Without seriousness, abstraction could have been merely academic, but the limits of reason and the consistency of mathematics were clearly serious.

Formality: The punctilious demeanor of waiters and the elaborated rituals of coffee service helped to establish orderly attitudes amongst the argumentative participants. This stands in contrast to the contemptuous sneer that now dominates social media.  

Schlamperei: Members of the Vienna Circle maintained a global correspondence, and they knew their work was at the frontier of research. Still, this was Vienna, at the margins of Europe: old-fashioned, frumpy, and dingy. Many participants came from even more obscure backwaters. Most or all harbored the suspicion that they were really schleppers, and a tinge of the ridiculous helped to moderate tempers. The director of “The End Of The World” had to pass the hat for money to purchase a moon for the set, and thought it was funny enough to write up for publication.

Openness: All sorts of people were involved in discussion, anyone might join in. Each week would bring different participants. Fluid borders reduce tension, and provide opportunities to broaden the range of discussion and the terms of engagement. Low entrance friction was characteristic of the café: anyone could come, and if you came twice you were virtually a regular. Permeable boundaries and café culture made it easier for moderating influences to draw in raconteurs and storytellers to defuse awkward moments, and Vienna’s cafés had no shortage of humorists. Openness counteracts the suspicion that promoters of amiability are exerting censorship.

Parody: The environs of the Circle—the university office and the café—were unmistakably public. There were writers about, some of them renowned humorists. The prospect that one’s bad taste or bad behavior might be ridiculed in print kept discussion within bounds. The sanction of public humiliation, however, was itself made mild by the veneer of fiction; even if you got a little carried away and a character based on you made a splash in some newspaper fiction, it wasn’t the end of the world.

Engagement: The subject matter was important to the participants, but it was esoteric: it did not matter very much to their mothers or their siblings. A small stumble or a minor humiliation could be shrugged off in ways that major media confrontations cannot.

I believe it is notable that this environment was designed to promote amiability through several different voices.  The café waiter flattered each newcomer and served everyone, and also kept out local pickpockets and drunks who would be mere disruptions. Schlick and other regulars kept discussion moving and on track. The fiction writers and raconteurs—perhaps the most peripheral of the participants—kept people in a good mood and reminded them that bad behavior could make anyone ridiculous.  Crucially, each of these voices were human: you could reason with them. Algorithmic or AI moderators, however clever, are seldom perceived as reasonable. The café circles had no central authority or Moderator against whom everyone’s resentments might be focused. Even after the disaster of 1934, what people remembered were those cheerful arguments.

A “Moore-ish” law for marketing written by John Jantsch read more at Duct Tape Marketing

Marketing is quietly crossing a threshold. Not because we can “make more content” with AI. Because every time the cost of thinking drops, the amount of experimentation and personalization you can afford explodes. And that changes the shape of marketing from campaigns you launch to systems you operate. I’ve spent decades teaching small businesses to […]

A “Moore-ish” law for marketing written by John Jantsch read more at Duct Tape Marketing

Marketing is quietly crossing a threshold.

Not because we can “make more content” with AI.

Because every time the cost of thinking drops, the amount of experimentation and personalization you can afford explodes. And that changes the shape of marketing from campaigns you launch to systems you operate.

I’ve spent decades teaching small businesses to stop chasing shiny tactics and install a marketing system that creates clarity and consistent growth. That “system-first” mindset is exactly what this moment demands, except now the system can learn faster than your team can type.

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The “Moore-ish” Law of Marketing: When the Cost of Thinking Drops, Experimentation Explodes

Table of contents

1. A “Moore-ish” law for marketing
2. Three forces changing marketing right now
3. What this means in the near term
   1. Content shifts from assets to streams
   2. Personalization shifts from segments to situations
   3. Agents start eating coordination work
4. The role shift: from makers to operators of systems
5. What to do right now: a near-term playbook
6. How this fits the Duct Tape Marketing system
7. FAQs

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A “Moore-ish” law for marketing

Here’s the framing:

When the cost per marketing experiment keeps falling, the number of experiments you can afford rises dramatically.

If it gets 2x cheaper, or 2x faster, to generate, quality-check, and deploy a new variation, you do more of them. Over time, that pushes marketing from campaign-centric (big launches, big bets) to system-centric (continuous learning, continuous improvement).

The unlock is not “AI content.” It’s collapsed time-to-learning.

When time-to-learning collapses, the limiting factor shifts:

• Not “can we produce it?”
• But “can we measure what’s true and decide well?”

That is the big idea in one sentence:

Execution moves from human throughput to machine throughput, while humans move up the stack to judgment, strategy, constraints, narrative, offers, positioning, and ethics.

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Three forces changing marketing right now

1) Cost per experiment is falling

The ability to create variations is no longer scarce. What is scarce is the ability to run clean tests, protect the brand, and decide.

2) Time-to-learning is collapsing

Shorter loops mean you can improve messaging, creative, and offers continuously instead of waiting for a quarterly campaign post-mortem.

3) Coordination work is becoming automatable

Most marketing teams spend more time coordinating work than creating leverage. As tools integrate into work apps, AI can draft, route, repurpose, tag, schedule, and execute multi-step workflows under human supervision.

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What this means in the near term

1) Content shifts from assets to streams

The near-term change is simple to say and hard to implement:

Your team stops “shipping one landing page” or “one email sequence” or “one ad set.”

You ship:

1. A message system
   Positioning, proof, objections, tone rules, prohibited claims, and brand constraints.
2. A modular content library
   Claims, examples, stories, CTAs, offers, proof points, and objection-handling modules.
3. A generation and QA pipeline
   A workflow that continuously produces variants, checks them, deploys them, measures performance, and feeds learnings back.

Role impact

• Copywriter becomes editor-in-chief plus conversion strategist
  Owns voice, truth, persuasion, compliance, and performance feedback.
• Designer becomes system designer
  Builds templates, components, motion rules, and brand constraints.
• Content lead becomes content operations lead
  Owns workflow, governance, QA, and measurement loops.

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2) Personalization shifts from segments to situations

Segmentation is still useful, but the economics are changing.

When personalization gets cheaper, you stop asking only:

• “Which segment is this?”

And start asking:

• “What situation are they in right now?”
• “What job are they hiring us for?”
• “What objection is active?”
• “What constraint is binding: budget, time, risk, internal approval?”
• “What is the next best step that fits their reality?”

Role impact

• Campaign manager becomes journey architect
  Owns triggers, decisioning, orchestration, and next-best-action paths.
• Marketing ops becomes decision ops
  Owns data quality, identity, measurement, guardrails, and evaluation standards.

If you want one practical takeaway: the “unit of personalization” is shifting from a persona to a moment.

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3) Agents start eating coordination work

Most marketing teams spend more time coordinating work than creating leverage:

• Creating briefs
• Routing approvals
• Repurposing content
• Tagging and organizing assets
• Scheduling and posting
• Producing “version 14” of a variation
• Summarizing results and sharing updates

As AI integrates with workplace tools, these coordination tasks can be automated or semi-automated with human checkpoints.

Role impact

A new role emerges, especially in teams that want scale without chaos:

Marketing agent wrangler
The person who builds repeatable agent workflows, monitors outputs, tunes prompts, sets permissions, and makes sure “automated” never means “unaccountable.”

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The role shift: from makers to operators of systems

If change keeps accelerating, the safest career position is not “the fastest maker.”

It is:

The person who can design the system that produces outcomes repeatedly.

Here’s a simple mapping.

Roles that shrink (execution throughput)

• “Write 20 posts”
• “Make 30 ad variations”
• “Draft 10 nurture emails”
• “Create first-pass briefs”

These become machine-default, especially for first drafts and variant generation.

Roles that grow (judgment, leverage, trust)

• Positioning and offer design
  What to say, to whom, and why it’s true.
• Creative direction
  Taste, narrative, cohesion across channels.
• Performance strategy
  What to test, what to stop, what to double down on.
• Marketing operations and governance
  Permissions, QA, brand safety, compliance, evaluation.
• Customer research synthesis
  Turning messy reality into usable direction.

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What to do right now: a near-term playbook

If you want a practical playbook that fits this Moore-ish acceleration, focus on four builds.

1) Build a truth layer

Your team needs a single source of truth that answers:

• What claims can we make?
• What proof supports each claim?
• What is disallowed legally, ethically, or brand-wise?
• What language do we never use?
• What industries, customer types, or outcomes require extra care?

This is how you prevent fast nonsense.

AI without a truth layer produces confident randomness. AI with a truth layer produces scalable clarity.

2) Standardize a production pipeline

A healthy pipeline looks like:

Brief → generate → fact-check → brand-check → legal-check (if needed) → deploy → measure → feed learnings back

Notice what’s missing: polish endlessly.

If the system is meant to stream variants, your job is not perfection. Your job is controlled learning.

3) Create an evaluation habit

The question is not “did AI write it?”

The question is:

Did it move the KPI while protecting the brand?

This is where many teams will break. If you cannot evaluate, you cannot scale.

At minimum, define:

• Your primary KPI by channel
• Your guardrail metrics (complaints, unsubscribes, refund rate, brand sentiment indicators)
• Your decision cadence (daily for ads, weekly for emails, monthly for site and SEO)
• Your stopping rules (when to kill a test quickly)
• Your doubling rules (when to scale a winner)

4) Reskill around leverage

Train marketers to do the work that scales:

• Design experiments
• Write constraints
• Critique outputs
• Interpret results
• Orchestrate tools and workflows
• Document learnings so the system improves over time

Many teams will run more tests, but fail to compound the learning. The habit of documenting what worked and why becomes a strategic advantage.

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How this fits the Duct Tape Marketing system

This moment does not replace strategy. It punishes teams who try to skip it.

Duct Tape Marketing has always been rooted in the idea that marketing is a system, not a pile of tactics, and that clarity beats chaos.

AI acceleration rewards that approach because:

• A system gives you the message constraints that prevent garbage at scale.
• A system gives you the customer journey structure that makes personalization meaningful.
• A system gives you a measurement discipline so “more output” becomes “more learning,” not “more noise.”

Or said another way:

AI makes tactics cheaper. It also makes strategy more valuable.

If you want to future-proof, build the machine, but lead it with principles:

• Strategy before tactics
• Truth over hype
• Consistency over novelty
• Learning over launching

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FAQs

1) Is this just about creating more content faster?

No. The advantage is not volume. The advantage is iteration, testing loops, and faster time-to-learning. Volume without evaluation just creates more waste.

2) What is the biggest risk as experimentation gets cheaper?

Scaling bad assumptions. If your truth layer is weak, you will publish confident errors, drift off-brand, and damage trust faster than ever.

3) What should small businesses do if they do not have a data science team?

Start simpler. Use AI to increase iteration on high-leverage assets where measurement is clear, like ads, landing pages, and email subject lines. Keep the loops tight and focus on one KPI per test.

4) How do we prevent brand inconsistency when AI is generating variants?

Operationalize brand constraints, not just guidelines. Build templates, component rules, disallowed language lists, and a review checklist that enforces your standards.

5) Do we need “agents” right now?

Not to start. Begin with a standardized pipeline and a truth layer. Agents become valuable when you have repeatable workflows worth automating, and clear checkpoints for approvals and measurement.

6) Which roles should we hire or promote for this shift?

Look for people who can design systems, run experiments, and make decisions with incomplete information. “Taste plus rigor” becomes a premium combination.

7) How does personalization change first for most teams?

You move from broad segments to situational messaging on the same core journey. Think objection-based variants, industry-context variants, and stage-of-awareness variants, all measured and refined continuously.

8) How do we know we are using AI in a way that drives growth, not just efficiency?

If your AI program only measures time saved, you are still in productivity mode. The shift is tying AI-enabled workflows to business outcomes, with clear accountability for impact.

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Next step: If you share your context (agency serving SMBs, in-house B2B, local service business, SaaS, ecommerce), I’ll translate this into the three highest-leverage workflows to automate first, the roles to redesign, and the metrics that keep the machine honest.

Celebrity photos are strange little time machines. In the moment, they often feel harmless, trendy, or even iconic—snapped by paparazzi, taken on red carpets, or shared without a second thought. Years later, though, those same images can feel confusing, awkward, or downright embarrassing. Styles change, public images shift, and cultural context does a lot of heavy lifting. What once made sense suddenly doesn’t. This list looks back at celebrity photos taken long ago that now feel oddly off, not because anyone intended harm, but because time has a way of exposing just how quickly relevance, taste, and perception can change.

The post 15 Celebrity Photos That Accidentally Aged Poorly appeared first on Den of Geek.

Look, we all love to hate the rich. It’s fun to see the emptiness of the lives of the guests on The White Lotus, the cruelty of the Roy family on Succession, and Benoit Blanc speaks for us all when he chews out the privileged killers in Knives Out. But where are the movies and shows that reflect our lives?

Anyone tired of watching rich people on screen will feel relief while watching the trailer for Margo’s Got Money Troubles, at the same moment when things get stressful for the protagonist. After rifling through multiple pregnancy tests, the titular character, played by Elle Fanning, watches the total of her grocery bill get larger and larger, only to hear her debit card get declined. Even the non-pregnant among us can relate with Margo when she collapses on a store floor midway through the teaser.

The Apple TV series comes from legendary television producer David E. Kelley, who previously chronicled the lives of people under pressure by creating Ally McBeal, Boston Common, and Big Little Lies. But where many of his previous shows rarely dipped below the lower middle classes, Margo’s Got Money Troubles looks at those living gig to gig.

Based on the 2024 novel by Rufi Thorpe, Margo’s Got Money Troubles stars Fanning as a would-be writer and currently-is college student who becomes pregnant by her English professor. While her mother, a former Hooter’s waitress portrayed by Michelle Pfeiffer, has her own thoughts about what her daughter should do, Margo chooses instead to reconnect with her estranged father, an ex-professional wrestler played by Nick Offerman. Thanks to her father’s advice, Margo finds success on OnlyFans, which comes with its own set of pressures.

Even 15 years ago, the premise of Margo’s Got Money Troubles would sound like a twee indie movie trying to ape Wes Anderson’s style. Only the rich could afford to let so many members of the family have idiosyncratic dreams like becoming a wrestling hero or a social media star. Most people would have to work in a factory or sling burgers at a McDonalds. But as even entry-level jobs demand several years of experience and none of them pay a living wage, regular careers are just as unrealistic as the weird ones.

If the show can capture this economic trend, then Margo’s Got Money Troubles could restore a once-important television tradition. While the first TV shows focused on upper-middle class suburbanites who could afford a television set, some of the great series of the ’70s, ’80s, and ’90s were all about people living modestly; shows like Sanford and Son, Roseanne, and All in the Family. Even The Simpsons and King of the Hill started out as more working-class shows, even if the world around them turned Homer and Hank into top earners.

Even better, if Margo’s Got Money Troubles can make us laugh at the character’s plight, it helps us viewers make sense of our own situation. Not only can we enjoy the relief of someone else getting denied in the checkout line, but we can start to see each other on screen, instead of just always watching the rich.

Margo’s Got Money Troubles premieres on Apple TV on April 15, 2026.

The post Margo’s Got Money Troubles Trailer Is an Antidote to Our Wealth Obsession appeared first on Den of Geek.

What’s the worst thing you’ve ever done? No one entering into a serious relationship really wants to ask that question, but it’s a necessary bit of pre-wedding honesty—and in theory fun. Furthermore, most people expect fairly banal answers, like the little annoyances that Robert Pattinson and Zendaya‘s characters admit throughout the first half of the […]

The post New A24 Trailer Dares You to Imagine the Worst Thing Zendaya Has Ever Done appeared first on Den of Geek.

Look, we all love to hate the rich. It’s fun to see the emptiness of the lives of the guests on The White Lotus, the cruelty of the Roy family on Succession, and Benoit Blanc speaks for us all when he chews out the privileged killers in Knives Out. But where are the movies and shows that reflect our lives?

Anyone tired of watching rich people on screen will feel relief while watching the trailer for Margo’s Got Money Troubles, at the same moment when things get stressful for the protagonist. After rifling through multiple pregnancy tests, the titular character, played by Elle Fanning, watches the total of her grocery bill get larger and larger, only to hear her debit card get declined. Even the non-pregnant among us can relate with Margo when she collapses on a store floor midway through the teaser.

The Apple TV series comes from legendary television producer David E. Kelley, who previously chronicled the lives of people under pressure by creating Ally McBeal, Boston Common, and Big Little Lies. But where many of his previous shows rarely dipped below the lower middle classes, Margo’s Got Money Troubles looks at those living gig to gig.

Based on the 2024 novel by Rufi Thorpe, Margo’s Got Money Troubles stars Fanning as a would-be writer and currently-is college student who becomes pregnant by her English professor. While her mother, a former Hooter’s waitress portrayed by Michelle Pfeiffer, has her own thoughts about what her daughter should do, Margo chooses instead to reconnect with her estranged father, an ex-professional wrestler played by Nick Offerman. Thanks to her father’s advice, Margo finds success on OnlyFans, which comes with its own set of pressures.

Even 15 years ago, the premise of Margo’s Got Money Troubles would sound like a twee indie movie trying to ape Wes Anderson’s style. Only the rich could afford to let so many members of the family have idiosyncratic dreams like becoming a wrestling hero or a social media star. Most people would have to work in a factory or sling burgers at a McDonalds. But as even entry-level jobs demand several years of experience and none of them pay a living wage, regular careers are just as unrealistic as the weird ones.

If the show can capture this economic trend, then Margo’s Got Money Troubles could restore a once-important television tradition. While the first TV shows focused on upper-middle class suburbanites who could afford a television set, some of the great series of the ’70s, ’80s, and ’90s were all about people living modestly; shows like Sanford and Son, Roseanne, and All in the Family. Even The Simpsons and King of the Hill started out as more working-class shows, even if the world around them turned Homer and Hank into top earners.

Even better, if Margo’s Got Money Troubles can make us laugh at the character’s plight, it helps us viewers make sense of our own situation. Not only can we enjoy the relief of someone else getting denied in the checkout line, but we can start to see each other on screen, instead of just always watching the rich.

Margo’s Got Money Troubles premieres on Apple TV on April 15, 2026.

The post Margo’s Got Money Troubles Trailer Is an Antidote to Our Wealth Obsession appeared first on Den of Geek.

Fame doesn’t always fade slowly. Sometimes it hits all at once, saturates every screen, red carpet, and headline, and then quietly disappears. These are the stars who dominated pop culture for a single, intense moment one year, where they were unavoidable, booked everywhere, and treated like the next big thing. Then the cycle moved on. Not because they lacked talent, but because pop culture has a short attention span and an endless supply of new faces. These celebrities didn’t vanish, they just stopped being everywhere at the same time.

The post Vintage Looks That Instantly Date the Photo appeared first on Den of Geek.

Look, we all love to hate the rich. It’s fun to see the emptiness of the lives of the guests on The White Lotus, the cruelty of the Roy family on Succession, and Benoit Blanc speaks for us all when he chews out the privileged killers in Knives Out. But where are the movies and shows that reflect our lives?

Anyone tired of watching rich people on screen will feel relief while watching the trailer for Margo’s Got Money Troubles, at the same moment when things get stressful for the protagonist. After rifling through multiple pregnancy tests, the titular character, played by Elle Fanning, watches the total of her grocery bill get larger and larger, only to hear her debit card get declined. Even the non-pregnant among us can relate with Margo when she collapses on a store floor midway through the teaser.

The Apple TV series comes from legendary television producer David E. Kelley, who previously chronicled the lives of people under pressure by creating Ally McBeal, Boston Common, and Big Little Lies. But where many of his previous shows rarely dipped below the lower middle classes, Margo’s Got Money Troubles looks at those living gig to gig.

Based on the 2024 novel by Rufi Thorpe, Margo’s Got Money Troubles stars Fanning as a would-be writer and currently-is college student who becomes pregnant by her English professor. While her mother, a former Hooter’s waitress portrayed by Michelle Pfeiffer, has her own thoughts about what her daughter should do, Margo chooses instead to reconnect with her estranged father, an ex-professional wrestler played by Nick Offerman. Thanks to her father’s advice, Margo finds success on OnlyFans, which comes with its own set of pressures.

Even 15 years ago, the premise of Margo’s Got Money Troubles would sound like a twee indie movie trying to ape Wes Anderson’s style. Only the rich could afford to let so many members of the family have idiosyncratic dreams like becoming a wrestling hero or a social media star. Most people would have to work in a factory or sling burgers at a McDonalds. But as even entry-level jobs demand several years of experience and none of them pay a living wage, regular careers are just as unrealistic as the weird ones.

If the show can capture this economic trend, then Margo’s Got Money Troubles could restore a once-important television tradition. While the first TV shows focused on upper-middle class suburbanites who could afford a television set, some of the great series of the ’70s, ’80s, and ’90s were all about people living modestly; shows like Sanford and Son, Roseanne, and All in the Family. Even The Simpsons and King of the Hill started out as more working-class shows, even if the world around them turned Homer and Hank into top earners.

Even better, if Margo’s Got Money Troubles can make us laugh at the character’s plight, it helps us viewers make sense of our own situation. Not only can we enjoy the relief of someone else getting denied in the checkout line, but we can start to see each other on screen, instead of just always watching the rich.

Margo’s Got Money Troubles premieres on Apple TV on April 15, 2026.

The post Margo’s Got Money Troubles Trailer Is an Antidote to Our Wealth Obsession appeared first on Den of Geek.

This article contains Wonder Man spoilers. Marvel has decided to immediately bring back one of its most popular characters from Wonder Man: DeMarr Davis, a.k.a. Doorman. After making his first live-action appearance in the latest Disney+ series, the Great Lakes Avengers’ portal-creating hero is now starring in his own digital comic. Doorman is one of […]

The post Wonder Man’s Doorman Gets New Solo Marvel Adventure appeared first on Den of Geek.

Look, we all love to hate the rich. It’s fun to see the emptiness of the lives of the guests on The White Lotus, the cruelty of the Roy family on Succession, and Benoit Blanc speaks for us all when he chews out the privileged killers in Knives Out. But where are the movies and shows that reflect our lives?

Anyone tired of watching rich people on screen will feel relief while watching the trailer for Margo’s Got Money Troubles, at the same moment when things get stressful for the protagonist. After rifling through multiple pregnancy tests, the titular character, played by Elle Fanning, watches the total of her grocery bill get larger and larger, only to hear her debit card get declined. Even the non-pregnant among us can relate with Margo when she collapses on a store floor midway through the teaser.

The Apple TV series comes from legendary television producer David E. Kelley, who previously chronicled the lives of people under pressure by creating Ally McBeal, Boston Common, and Big Little Lies. But where many of his previous shows rarely dipped below the lower middle classes, Margo’s Got Money Troubles looks at those living gig to gig.

Based on the 2024 novel by Rufi Thorpe, Margo’s Got Money Troubles stars Fanning as a would-be writer and currently-is college student who becomes pregnant by her English professor. While her mother, a former Hooter’s waitress portrayed by Michelle Pfeiffer, has her own thoughts about what her daughter should do, Margo chooses instead to reconnect with her estranged father, an ex-professional wrestler played by Nick Offerman. Thanks to her father’s advice, Margo finds success on OnlyFans, which comes with its own set of pressures.

Even 15 years ago, the premise of Margo’s Got Money Troubles would sound like a twee indie movie trying to ape Wes Anderson’s style. Only the rich could afford to let so many members of the family have idiosyncratic dreams like becoming a wrestling hero or a social media star. Most people would have to work in a factory or sling burgers at a McDonalds. But as even entry-level jobs demand several years of experience and none of them pay a living wage, regular careers are just as unrealistic as the weird ones.

If the show can capture this economic trend, then Margo’s Got Money Troubles could restore a once-important television tradition. While the first TV shows focused on upper-middle class suburbanites who could afford a television set, some of the great series of the ’70s, ’80s, and ’90s were all about people living modestly; shows like Sanford and Son, Roseanne, and All in the Family. Even The Simpsons and King of the Hill started out as more working-class shows, even if the world around them turned Homer and Hank into top earners.

Even better, if Margo’s Got Money Troubles can make us laugh at the character’s plight, it helps us viewers make sense of our own situation. Not only can we enjoy the relief of someone else getting denied in the checkout line, but we can start to see each other on screen, instead of just always watching the rich.

Margo’s Got Money Troubles premieres on Apple TV on April 15, 2026.

The post Margo’s Got Money Troubles Trailer Is an Antidote to Our Wealth Obsession appeared first on Den of Geek.

When Joel Hodgson left as the host of Mystery Science Theater 3000 in 1993, it was a sad day for fans of the delightful comedy series he’d created, but Hodgson was quickly replaced by one of the show’s writers, Michael J. Nelson, and things moved on. Though Nelson had a different hosting style from Hodgson’s, […]

The post New MST3K and RiffTrax Crossover Is Great News for Mike Enjoyers appeared first on Den of Geek.

Look, we all love to hate the rich. It’s fun to see the emptiness of the lives of the guests on The White Lotus, the cruelty of the Roy family on Succession, and Benoit Blanc speaks for us all when he chews out the privileged killers in Knives Out. But where are the movies and shows that reflect our lives?

Anyone tired of watching rich people on screen will feel relief while watching the trailer for Margo’s Got Money Troubles, at the same moment when things get stressful for the protagonist. After rifling through multiple pregnancy tests, the titular character, played by Elle Fanning, watches the total of her grocery bill get larger and larger, only to hear her debit card get declined. Even the non-pregnant among us can relate with Margo when she collapses on a store floor midway through the teaser.

The Apple TV series comes from legendary television producer David E. Kelley, who previously chronicled the lives of people under pressure by creating Ally McBeal, Boston Common, and Big Little Lies. But where many of his previous shows rarely dipped below the lower middle classes, Margo’s Got Money Troubles looks at those living gig to gig.

Based on the 2024 novel by Rufi Thorpe, Margo’s Got Money Troubles stars Fanning as a would-be writer and currently-is college student who becomes pregnant by her English professor. While her mother, a former Hooter’s waitress portrayed by Michelle Pfeiffer, has her own thoughts about what her daughter should do, Margo chooses instead to reconnect with her estranged father, an ex-professional wrestler played by Nick Offerman. Thanks to her father’s advice, Margo finds success on OnlyFans, which comes with its own set of pressures.

Even 15 years ago, the premise of Margo’s Got Money Troubles would sound like a twee indie movie trying to ape Wes Anderson’s style. Only the rich could afford to let so many members of the family have idiosyncratic dreams like becoming a wrestling hero or a social media star. Most people would have to work in a factory or sling burgers at a McDonalds. But as even entry-level jobs demand several years of experience and none of them pay a living wage, regular careers are just as unrealistic as the weird ones.

If the show can capture this economic trend, then Margo’s Got Money Troubles could restore a once-important television tradition. While the first TV shows focused on upper-middle class suburbanites who could afford a television set, some of the great series of the ’70s, ’80s, and ’90s were all about people living modestly; shows like Sanford and Son, Roseanne, and All in the Family. Even The Simpsons and King of the Hill started out as more working-class shows, even if the world around them turned Homer and Hank into top earners.

Even better, if Margo’s Got Money Troubles can make us laugh at the character’s plight, it helps us viewers make sense of our own situation. Not only can we enjoy the relief of someone else getting denied in the checkout line, but we can start to see each other on screen, instead of just always watching the rich.

Margo’s Got Money Troubles premieres on Apple TV on April 15, 2026.

The post Margo’s Got Money Troubles Trailer Is an Antidote to Our Wealth Obsession appeared first on Den of Geek.

In the pages of Marvel Comics, Doctor Victor von Doom is a haughty villain who believes he deserves to rule the world, and he may be right. A master of both magic and science, Doom has conquered the Earth more than once, has become a god multiple times, and each time found it beneath him. […]

The post Marvel’s Avengers: Doomsday Marketing Continues to Baffle appeared first on Den of Geek.

Look, we all love to hate the rich. It’s fun to see the emptiness of the lives of the guests on The White Lotus, the cruelty of the Roy family on Succession, and Benoit Blanc speaks for us all when he chews out the privileged killers in Knives Out. But where are the movies and shows that reflect our lives?

Anyone tired of watching rich people on screen will feel relief while watching the trailer for Margo’s Got Money Troubles, at the same moment when things get stressful for the protagonist. After rifling through multiple pregnancy tests, the titular character, played by Elle Fanning, watches the total of her grocery bill get larger and larger, only to hear her debit card get declined. Even the non-pregnant among us can relate with Margo when she collapses on a store floor midway through the teaser.

The Apple TV series comes from legendary television producer David E. Kelley, who previously chronicled the lives of people under pressure by creating Ally McBeal, Boston Common, and Big Little Lies. But where many of his previous shows rarely dipped below the lower middle classes, Margo’s Got Money Troubles looks at those living gig to gig.

Based on the 2024 novel by Rufi Thorpe, Margo’s Got Money Troubles stars Fanning as a would-be writer and currently-is college student who becomes pregnant by her English professor. While her mother, a former Hooter’s waitress portrayed by Michelle Pfeiffer, has her own thoughts about what her daughter should do, Margo chooses instead to reconnect with her estranged father, an ex-professional wrestler played by Nick Offerman. Thanks to her father’s advice, Margo finds success on OnlyFans, which comes with its own set of pressures.

Even 15 years ago, the premise of Margo’s Got Money Troubles would sound like a twee indie movie trying to ape Wes Anderson’s style. Only the rich could afford to let so many members of the family have idiosyncratic dreams like becoming a wrestling hero or a social media star. Most people would have to work in a factory or sling burgers at a McDonalds. But as even entry-level jobs demand several years of experience and none of them pay a living wage, regular careers are just as unrealistic as the weird ones.

If the show can capture this economic trend, then Margo’s Got Money Troubles could restore a once-important television tradition. While the first TV shows focused on upper-middle class suburbanites who could afford a television set, some of the great series of the ’70s, ’80s, and ’90s were all about people living modestly; shows like Sanford and Son, Roseanne, and All in the Family. Even The Simpsons and King of the Hill started out as more working-class shows, even if the world around them turned Homer and Hank into top earners.

Even better, if Margo’s Got Money Troubles can make us laugh at the character’s plight, it helps us viewers make sense of our own situation. Not only can we enjoy the relief of someone else getting denied in the checkout line, but we can start to see each other on screen, instead of just always watching the rich.

Margo’s Got Money Troubles premieres on Apple TV on April 15, 2026.

The post Margo’s Got Money Troubles Trailer Is an Antidote to Our Wealth Obsession appeared first on Den of Geek.