The future of spin
Predicting the future is mostly a way to embarrass yourself in public later. With that caveat, here is what we expect to see in spin over the next five years.
Smaller teams will do bigger work. The tools available to a three-person team in 2026 are better than what a fifty-person agency had in 2015. The bottleneck has moved from capacity to taste and judgement.
Trust will become the moat. When everyone can spin up the same surface, the people who answer their email, deliver on time, and own their mistakes will eat everyone else's lunch.
Local will quietly come back. Being able to meet in person, in a real place — for us, at 2 Dawson Road, Glasgow, G4 9SS — is becoming a feature again, not a vestige. We expect more of it, not less.
Five years from now we will revisit this post and laugh at the bits we got wrong. The point is to commit to a view and then update it openly.