Insights

Notes fromthe work.

What I'm learning about AI, search, brand and performance, written down while it's still useful.

06min read

AI · 5 October 2026 · 6 min

Agentic marketing is an operating model, not a tool

An AI subscription on its own rarely changes how a team works. Redesigning who does what, and who approves it, usually does.

05min

21 September 2026

From SEO to GEO: getting cited when AI answers the question

More buyers now ask ChatGPT, Gemini and Perplexity before they see a search result. Here is what I've found helps a brand become a source those answers quote.

Performance

05min

2 September 2026

Lead quality is a design problem

Cheap leads are easy to buy. Leads that pick up the phone come from how the whole journey is designed, from the ad to the CRM.

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