The Algorithm Bait | Malcom Wright | Ep 7

Are we creating content for people — or are we creating it for the algorithm?

In Episode 7 of The Sixth Suite, Nikki Stone sits down with Malcolm Wright for a wide-ranging conversation about marketing, culture, leadership, and what it takes to genuinely connect with an audience in a world increasingly shaped by algorithms. As brands compete for attention, it can be tempting to chase whatever the platforms appear to reward. But views, engagement and reach don't necessarily mean you've created something meaningful.

Malcolm joins Nikki to unpack the tension between building for the algorithm and building for real people, why authenticity matters more than ever, and how marketers can avoid getting caught in the endless pursuit of the next trend.

The conversation explores how brands can participate in culture without forcing themselves into it, why understanding your audience has to go deeper than performance metrics, and what happens when the pressure to generate engagement starts influencing the work itself. Because ultimately, the algorithm might help people discover you — but it’s the idea, the story and the human connection that gives them a reason to stay.

In this episode we talk:

• The problem with chasing algorithms and engagement
• Creating content for people rather than platforms
• What actually makes an idea resonate
• Authenticity in modern marketing
• How brands can participate in culture
• Balancing performance with meaningful creative
• Where marketing and social content are heading next

 

The Sixth Suite — Episode 7: The Algorithm Bait

Guest: Malcolm Wright

Co-hosts: Nikki Stone & Clare Ravenstreet

If you enjoyed the conversation, subscribe to The Sixth Suite for more candid conversations with the people shaping business, marketing, leadership and culture.