This April.
- Why Tomorrow? The story behind the name.
- From Philosophy to Practice: AI and the Human in the Loop
- One of two...
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The Question Every Business Owner Hears
When you’re at a typical networking event, there is a predictable rhythm. You look down at a name tag, read the company logo, and ask the standard icebreaker: “So, Company Name... what do they do?”
It’s a perfectly normal question. Perhaps just a bit too standard.
At a startup event, however, the name on that tag is usually the personal creation of the person standing right in front of you. I was at one of these conferences recently when an attendee—a particularly inquisitive Canadian—went a step further.
"Tomorrow. That’s a cool name," he remarked. "Where did it come from?
The name wasn't an accident, and this particular Canadian loved it, so I thought it was about time to rehash it here. The story itself begins in a tiered seated university lecture theatre over a decade ago.
The Medium is the Message: A Lesson in Communication Theory.
In 2013, I was deep into Audio Engineering and Music Production. It was there that I first encountered the work of Philosopher Marshall McLuhan. His core philosophy—The Medium is the Message—suggests that the "packaging" of information carries just as much weight as the information itself.
In the music world, this was intuitive. An album cover, the texture of a vinyl sleeve, and the media narrative surrounding a release all shape how a listener relates to the music.
That was a simplistic reading in hindsight. But fast forward three years to my Master’s Degree in Digital Communications and Culture, and McLuhan reappeared. This time, the stakes had changed. We were no longer talking about album art; we were studying how digital communication technologies were materially reshaping human society itself.
"The form of a medium embeds itself in any message it transmits, creating a symbiotic relationship by which we shape our tools and those tools subsequently shape our culture and perception." — Marshall McLuhan
How Digital Transformation Reshapes Our Perception
It was a fascinating study: the idea that human communication is perceived differently depending on the vessel. Whether it’s a handwritten letter, a crisp email, or a fleeting text message, the "vessel" changes the emotional weight of the words.
It means that to communicate effectively in the modern age, you have to be in tune with the causal effect of your "packaging." If you choose the wrong medium, the message may have unintended consequences on arrival.
This realization led to a glaring observation in my professional life: Technology was evolving, but the Sales process was stuck in the past.
The Future of Sales and the Rise of AI
For ten years, I watched society adapt to digital-first communication while the sales world remained tethered to the old ways: direct verbal pitches, cold calls, and static emails.
I started to wonder: What happens if we revisit McLuhan’s philosophy through the lens of a salesperson? If the medium is the message, then the tools we use to sell are actually part of the value we provide. With the sudden rise of AI, this idea transitioned from a "nice-to-have" theory to a business necessity. We needed a new way to overlap marketing and sales to meet the needs of a digitally-native audience, we needed to upskill people to deepen their understanding of modern communications, I needed to help people contextualise what was actually happening.
But how was I going to do that? To start, I had to understand what these changes actually meant in practice today.
Marching Backwards Into the Future
McLuhan famously said, "We look at the present through a rear-view mirror. We march backwards into the future." He meant that we can only understand new technology by comparing it to what came before. The printing press birthed the newspaper; the newspaper birthed the radio. We are always looking back to see where we are going.
So, why the name Tomorrow?
At the time, I had a kernel of an idea—a hunch that sales and communication were about to collide in a brand-new way. When I asked myself what that business would eventually look like, I realized I didn't have the full answer yet. I was still looking through the rear-view mirror.
I decided I’d find out the answer... Tomorrow.
- Brad Eather
P.S. McLuhan was Canadian—a fact my friend from the conference was very proud to remind me of.
Tomorrow Communications: Helping technical teams turn their knowledge into sales led marketing system that generates revenue by proactively shaping the market.
Visit tomorrowcommunications.com to learn more.
From Philosophy to Practice: AI and the Human in the Loop
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If Marshall McLuhan were alive today, he’d likely be fascinated by the "symbiotic relationship" we are currently building with Artificial Intelligence. We shape our AI tools, and in turn, they are beginning to reshape the very nature of our work and productivity.
To go deeper into how this philosophy hits the "operational reality" of business, I recently sat down with Josh Horneman, co-founder of HOWLL and an expert in bridging the gap between cutting-edge tech and mission-driven growth. We unpacked the "trust gap" in AI, the necessity of keeping a human expert in the loop, and why the most powerful use of this technology isn't just automation—it’s amplifying individual human intelligence
Here is a quick breakdown of what we covered::
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The Trust Gap and Data Sovereignty: We explore the hesitation many leaders feel toward AI and how "air-gapped" or local hardware can help enterprises protect their intellectual property without relying on external tech giants.
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The Myth of Total Replacement: osh explains why the "industrial revolution" of AI will likely be slower than the hype suggests, shifting the focus from firing staff to automating mundane tasks to unlock human expertise.
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Amplifying Human Intelligence: We discuss why the "human in the loop" remains essential, treating AI not as a substitute for thought, but as a powerful tutor and researcher that amplifies our individual intelligence
🎧 Listen Now: The Creative Business Podcast with Josh Horneman
For your playlist.
Where sound and vision become one, Michel Gondry’s clip for "Star Guitar" serves as a masterclass in applying digital tools to real-world footage. By mapping every visual element to a specific sound in the track, Gondry transformed the French landscape between Nîmes and Valence into a living score. The effect was achieved by layering foreground, midground, and background elements at varying speeds—maintaining the illusion of a speeding train while keeping the "architectural instruments" perfectly in sync with the beat.
Star Guitar - Chemical Brothers
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