In an episode from the final season of Curb Your Enthusiasm, Larry David coined yet another memorable catchphrase: “middling.” During a dinner party, the seating arrangement at a rectangular table sparked a debate over who had the ability to “middle.” The task of middling was to deftly steer and sustain conversations on both sides of the table.

While the show may not have intended to delve into a larger social issue, it unwittingly highlighted a significant gap in our interactions today—we’ve lost the art of middling.

At SMZ, we pride ourselves on being those crucial “middlepeople,” creating seamless and meaningful conversations between brands and their audiences. It’s always been about bullseyes on a target, the space where Venn diagrams overlap, and connections between brands and individuals. All middles!

In a world where brands often feel pressured to take sides, we offer a different perspective. You don’t have to embrace polarization to win. Brands can navigate the complexities of modern consumer relationships with grace and that middle ground does not have to mean boring or ignored.

Join us in redefining the conversation. Let’s meet in the middle (I suggest our agency’s Circle Room) and create something extraordinary together.