In this kickoff episode of Decoded, Phillip Jackson sits down with Pini Yakuel to explore the concept of "positionless marketing" — a radical rethinking of how marketing teams operate in an AI-powered world. Drawing inspiration from the evolution of positionless basketball, Pini argues that marketing, like sports, is evolving toward roles defined by agility and capability, not titles or silos. The conversation weaves through leadership, startup culture, and how Optimove is enabling marketers to work faster, smarter, and more autonomously.Key TakeawaysPositionless marketing is a mindset — It's about autonomy, adaptability, and eliminating bottlenecks, not just rearranging the org chart.Modern teams thrive when roles are fluid — Inspired by positionless basketball, today’s marketers succeed through cross-functionality and creative flexibility, not rigid specialization.Gen AI is the new creative exoskeleton — Like an Iron Man suit, AI tools enhance marketers’ abilities, enabling faster, smarter, and more creative execution.Speed is the native language of startups — Startups operate positionlessly by necessity, while legacy orgs must dismantle silos and empower self-service to keep up.Positionless isn’t chaos—it’s craftsmanship — The best managers focus less on blocking and tackling, and more on elevating outcomes by distributing capability and unlocking human potential at scale.Key Quotes[00:12:25] “Let’s look at the Renaissance man... the celebration of the wide gamut of human talent — that’s what this could be.” – Pini[00:24:53] “It’s not that departments will disappear. It’s that the type of work they do will start to change.” – Pini[00:26:23] “Almost every person in our exec team started their job at Optimove by writing SQL.” – Pini[00:30:12] “A team should be small enough to be fed by two pizzas — and fully autonomous.” – Pini (on the Bezos principle)[00:34:07] “You’re already positionless — that’s why you get to focus on what actually matters: the work.” – Pini, on Phillip’s agile team setupAssociated Links:Learn more about Optimove’s platformsLearn more about Positionless MarketingCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.