Just read that piece on Guilfoyle and honestly, the sheer velocity of her reinvention — from San Francisco prosecutor to Fox News staple to whatever this MAGA-adjacent fundraising apparatus was supposed to be — would make a decent case study in personal branding, if the product weren't so transparently hollow. Reminds me of a client I had two years ago who wanted their entire redesign to "feel disruptive" but couldn't articulate a single user need; same energy, different budget. Anyway, I'm off