Been chewing on this and curious where the long-timers land. Every few years the marketing stack mostly resets. Platforms rename their attribution models. The dashboard that was load-bearing becomes background noise. The best-practice deck from a few years ago reads like a museum piece. That's not unusual — every applied field churns like this. But it makes me ask: what's actually durable? My honest list, after a while doing this: The compound interest of an audience that trusts you. Unit economics underneath the optics. And the discipline of asking, for every euro spent, what actually changed because of it — and what would have happened anyway. The willingness to subtract. That last one is what I keep coming back to. The people I've watched last aren't the ones with the most sophisticated stack. They're the ones who could explain in plain language why each line of spend existed, and who treated "we've always done this" as a question instead of an answer.…