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✦ FIELD NOTES

Insights

Field notes on strategy, demand, and revenue — written from live engagements, published as we learn them. Everything we have published, newest first.

[01]ALL INSIGHTS / 07 PUBLISHED

08 SEP 20266 MIN READ[AI]The next five years of branding and marketing, with AI doing most of the typingI've been in enough planning meetings this year to notice a pattern. Someone puts up a slide that says "AI will transform marketing." Everyone nods. Nobody can say what that actually means for the Tuesday after the meeting. So here's my attempt at the Tuesday version: what I think happens between now and roughly 2031, what I'm unsure about, and where I think the smart money and the panicked money are going to diverge.

02 SEP 20267 MIN READ[AI]The shortlist is written before you get the callYour buyers have started handing the research to AI agents. By the time a human looks at a vendor list, the list already exists, and it was assembled by something that never opened your homepage. Most companies are still building for the reader who arrives second.

18 AUG 20265 MIN READ[DIGITAL EXPERIENCE]Why your website was built backwardsMost business websites are designed before anyone writes down what they're supposed to produce. That single sequencing mistake explains why so many sites look fine and generate little, and why they get rebuilt every two to three years.

04 AUG 20266 MIN READ[MARKETING & GEO]Marketing should be in the room before the first wireframeThe people responsible for traffic and conversion are usually hired after the website is finished. Then they spend their first six months recommending changes to a site the client just paid for. The fix is sequencing, not budget.

21 JUL 20266 MIN READ[MARKETING & GEO]SEO vs GEO: ranking isn't enough anymoreA year ago, ranking well on Google roughly meant being cited by AI. That link has broken. The pages AI systems trust and the pages Google ranks are now mostly different pages, and a business optimised for one can be invisible in the other.

07 JUL 20266 MIN READ[GROWTH ARCHITECTURE]The hidden cost of five disconnected vendorsMost growing businesses have five or six vendors touching their digital presence. Each one is competent. Each one is cheap compared with the alternative. And the total cost is far higher than the sum of the invoices, because the expensive part lives in the gaps between them.

23 JUN 20266 MIN READ[DIGITAL EXPERIENCE]Your website is becoming an AI-readable business assetFor twenty years a website had one reader, a person. It now has a second one that arrives first, reads differently, and decides whether the person ever comes. Most sites weren't built for it.

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