What’s Shaping 2026? The Changes Most Leaders Have Yet to Notice
- May 6
- 3 min read
By Kachelle Pratcher
I’ve spent over a decade making split-second calls in national newsrooms about when to lead, when to cut, when to move on. That instinct doesn’t shut off when I leave the building. Right now, it's telling me that the most significant changes coming in 2026 are ones most people haven't even noticed yet.
The Trend That Most People Missed: Editorial Decision Making As A Business Skill
While everybody is talking about Artificial Intelligence, nobody is noting that AI does not know what is important enough to say. All it can do is talk. And right now, everyone is letting it.
That’s the gap. Now that everyone has access to the same tools to create endless content, it is not the company that creates the most content that has the advantage. It’s the one who understands what to leave out.
In my control room, we don’t produce a segment simply because it exists. I’ve canceled production of a segment ten minutes before airtime if the storyline isn’t there. We also consider: Is this really a new development? Do our readers need to read this right now? Are we advancing the discussion, or merely taking up space?
Those are the same questions CEOs, founders, and marketing teams should be asking before they hit publish.
Social Media and How It Has Changed the Way People View Influence
Here’s what changed, and most people missed it. People don’t automatically trust the logo anymore. They trust the person behind it.
I’ve witnessed this myself. I used to build stories that aired under the banner of a large media organization. However, since I began writing articles under my own name for Business Insider and Essence, the reaction has been different. People didn’t just read the article; they wanted to know who wrote it. They would follow up, reach out, etc. The byline carried more weight than the logo.
This is happening everywhere now. Founders who actually say something are gaining more credibility than any brand’s social media presence. Experts who bring a genuine perspective rather than a pre-approved brand talking point are shifting entire discussions and influencing others. I’ve seen people with massive followings and very little to say, and people with smaller followings are creating mass shifts in the way people think because they bring perspectives that no one else would touch.
If you’re still using your company’s social media presence to speak for you as a leader, you’re already behind. Someone else is telling your story. And they may not be doing it correctly.
The Industry Change That Will Surprise Everyone the Most
The volume play is starting to crack. A lot of people don’t see it yet. But it is happening.
For the past five years, the strategy was simple. Post more. Publish more. Be everywhere. This strategy worked for a while. However, the public became wiser. Audiences muted them. Audiences stopped following them. Audiences customized their algorithms to block the noise. Now, they are proactively seeking substance and, within seconds, determining whether you have any.
The companies that win this year will not be the ones with the largest content calendars. The companies that win will be the ones that can take that calendar and remove half of it. And let’s be honest: To do that requires a skill that most marketing teams have never been trained to use: Knowing What Not To Say.
I learned that lesson while producing live television. There are always more stories than minutes of airtime available. Always.
The job was never to cover everything. It was to decide which stories actually matter. Sometimes in seconds. Sometimes, while someone is yelling in your ear, you still have to decide. That discipline will be the most valuable skill in business. The people who master it first will have an advantage that’s hard to replicate.
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