Insights
Field notes
Short pieces, written from real engagements.
Why website changes become organisational bottlenecks
A change that should take a week takes a quarter. The delay is rarely technical.
AI search exposes weak positioning
A search engine can rank a page it does not understand. An answer engine has to say what you are.
Start with what the market can see.
A conversation is enough to know whether there is a gap worth closing.