The End of Noise

In 2021, Bottega Veneta vanished from Instagram.

No warning, no pivot. Just gone. Observers called it bold, misguided, maybe both. But the strategy worked. By 2024, Bottega had quietly climbed into the top 10 hottest global fashion brands—without a single post.

Why? Because when everything is noise, absence becomes signal.

We’ve spent the past decade equating visibility with value. But in the post-algorithm era, attention is more selective than ever. Every feed is crowded. Every platform is crowded. Every voice is loud. The most trusted brands—and people—are now pulling back.

This isn’t about being invisible. It’s about being intentional.

Pulling back doesn’t mean disappearing. It means designing your presence with precision—what you say, how often, and where. This is just as true for executives and board leaders as it is for brands.

Quiet isn’t absence. It’s a signal of discernment.