Insights.
Thinking out loud.
A record of the arguments we make with clients about visibility, growth, and positioning — published here so anyone can hold us to them.
12
Articles Published
LATEST THINKING
GEO
What Every Executive Should Know About AI Search.
July 9, 2026Generative answers are quietly becoming the new front page. Most brands are invisible to them. Being seen in the moment a decision is made is worth more than a thousand anonymous visits. This is the shift we build strategy around.
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Leadership
Listening Before Advising.
The best strategy work starts with a long, uncomfortable silence. Advice comes second. A record of the arguments we make with clients about visibility, growth, and positioning — published here so anyone can hold us to them. Traffic is a vanity metric dressed up as a strategy. Executives chase sessions and clicks while the buyers who matter most never land on a landing page at all — they ask an AI, a peer, or a search engine’s summary box for the answer.
Read ArticleFRAMEWORK NOTES
Observations.
Not blogs.
Essays.
Short-form thinking pulled straight from client work — the kind of note that usually stays inside a strategy deck.
Visibility compounds the same way capital does.
Every mention, citation, and ranking is a small deposit. Miss enough of them and a competitor collects the interest instead.
Most strategy decks describe tactics, not strategy.
A channel plan isn’t a point of view. Strategy is the argument for why this channel, this message, this order — and not another.
AI answers are the new homepage.
Buyers increasingly meet your brand inside a generated summary before they ever meet your website. Optimize for that meeting.
Consistency beats intensity, always.
A modest effort sustained for two years outperforms an intense sprint that burns out in two months. Every time.
ORGINAL RESEARCH
White Papers – Executive Briefs – Reports
Original Research
The AI Visibility Report: How Generative Search Is Reshaping B2B Discovery
An original research report examining how decision-makers are using AI-powered search tools in their vendor discovery process, and what this means for brand visibility strategy over the next 18 months.
Executive Brief
GEO vs SEO: A Framework for Understanding the Difference
A concise executive reference document explaining the distinction between traditional SEO and Generative Engine Optimisation — including a practical matrix for assessing current gaps in your organisation’s authority architecture.
White Paper
Authority Architecture: Building a Brand That AI Systems Trust
A comprehensive examination of the technical and strategic elements that determine whether a brand is cited in AI-generated responses — and a practical framework for building structured authority across entity, citation, and content signals.
Thinking compounds.
Just like strategy.
An idea shared once reaches one person. An idea written well reaches thousands — and keeps compounding long after it was published. This is why publishing intentionally, even infrequently, is always more valuable than publishing constantly.
Not a newsletter.
A dispatch.
Receive occasional observations, research, and practical insights on AI visibility, search, and strategic growth. Published when there is something genuinely worth sharing — not on a schedule.
One email. No sequence. No automation. Nothing more.
Original research and frameworks from active client work
Observations on AI search, GEO, and authority strategy
Thinking that would not fit neatly in a published article
Join the people who receive Field Notes — practitioners, founders, and marketing leaders who want to think more clearly about growth in the age of AI.
Published when there is something worth saying. Not to fill an editorial calendar.
READING PHILOSOPHY
Ideas are only valuable when they’re applied.
Every article published here reflects real conversations, real client engagements, and real-world challenges. Some are observations. Some are experiments. All are shared to help leaders think more clearly.
I would rather publish twelve genuinely useful articles in a year than one hundred mediocre ones. This is not a content marketing strategy. It is a commitment to respecting your time.
CONTINUE THE CONVERSATION
Reading is the beginning.
Applying it is the work.
If something in these pages sparked a thought about your own business — a challenge you’re navigating, an opportunity you’re not yet capturing — a Discovery Session is the natural place to take that conversation further.