Momentous Brief

Novig. Just Sports?

Everyone argued about the ad and forgot to look at the product.

Oct 21 • Justin Seghers

2

September 2026

NIKE Just Stopped Doing It

How short-sighted decisions cost Nike its identity

Sep 21 • Justin Seghers

17

10

2

Why the AI Bubble Bursts

And why it doesn’t matter

Sep 8 • Justin Seghers

5

2

2

August 2026

Here for a Good Time AND a Long Time

How this generation has kept its gift alive for longer

Aug 4 • Justin Seghers

5

2

July 2026

The World Cup’s Trust Stack

How AI made football's most contested decisions visible

Jul 20 • Justin Seghers

3

2

EIGHT SLEEP: Unconscious Intervention

How a mattress company built a $1.5B business by intervening while you sleep, and the harder test that comes next

Jul 1 • Justin Seghers

June 2026

The Ultimate Performance Drug

The case for sleep as operational infrastructure

Jun 4 • Justin Seghers

May 2026

WHOOP: Unlocking Human Performance

The platform bet behind the wristband

May 7 • Justin Seghers

7

4

2

April 2026

Systems > Tactics

What elite sport teaches us about building for human performance

Apr 2 • Justin Seghers

4