A note from the publisher

Every few years a technology arrives, and the business books arrive with it, all forecast and no floor. The shelf fills with prediction. Very little of it tells you where you are actually standing.

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Anatra Publishing exists for the other kind of book. Sharp, useful, contrarian non-fiction at the point where culture meets commerce: the one that says the thing the category is avoiding, to the person who has to act on it on Monday.

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We open with Liquid Days because the conversation about AI and marketing had become exactly the noise above. The book does not forecast. It describes the ground: a customer who fits no segment, dashboards that measure the wrong thing, a department a machine is catching up with. It asks the question a marketing leader actually has to answer, how do you lead a function inside a society that no longer agrees on anything, and it refuses the comfortable answer.

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We think it is the most honest book on the subject. We would, we published it. Read the first ten pages and decide for yourself. That is the only claim worth making.

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Ingrid Kritscher, publisher

- May 2026

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