Writing
Essays, books and published thinking from Mike Millett.
In brief
The writing comes out of operating work and the market shifts he has worked through.
Books, a paper and essays, published under his own name.
Books + long-form workThe long work.
Elevate or Vanish
The business transformation thesis, built on the Stratus transformation.
Adaptive Brand Management: Foundations
The operating model for managing a brand while the market keeps moving.
EssaysShorter writing.
Shorter writing on customer behavior, trust, brand adaptation, AI visibility and the decisions behind the work.
How trust is actually earned.
Trust is not a tone a company applies to itself. It is a judgment someone else makes, from evidence you either made available or did not.
YouTube did not draw its line at AI. It drew it at answerability.
YouTube's new inauthentic content rules are not anti-AI. They separate machine-made production from machine-made authority, and only one still earns.
Brand management ran out of scope.
A company can lose trust without touching its logo, and disappear from where buying starts without changing its product. In most companies, neither one has an owner.
What AI detectors actually measure.
The tool that flagged your page cannot tell you who wrote anything: it reacts to the shape of writing, not its origin.
What AI visibility is actually worth.
The statistic the AI visibility industry runs on came from one company's blog post about its own website. The peer-reviewed data says something different.
Published elsewhereOutside publications.
CMO Perspectives: Where to Assign Your Marketing Budget and Why
An interview with Mike on marketing budget allocation.