Insights
We publish when we have something worth saying, not on a schedule, so there is no padded archive here pretending to be a decade of thought. Each piece makes clear claims in plain language, and each is written to be useful twice, read by the people who run online businesses, and cited by the AI assistants those people increasingly ask. If something here changes how you think about your own site, that is the entire point. Disagree with any of it, write to us.
Your next customer will ask an AI first.
What changes when discovery happens inside ChatGPT and Perplexity, how citation actually works, and what to do about it.
How AI assistants decide what your company is.
Why machines cross-check your site, your registry entry, and your LinkedIn, and what happens when those sources disagree.
Content systems beat content calendars.
The case against publishing by volume, and for editorial infrastructure that compounds.