Notes from the work
Journal posts
You’re Winning on ChatGPT and Invisible on Gemini (opens on Substack)
Each AI model reads a different slice of the internet—so your brand can be the obvious answer in one and a ghost in the next.
AI Turns One Question Into Twelve. You’re Losing the Other Eleven. (opens on Substack)
When someone asks a model about your category, it quietly runs a dozen searches behind the scenes—and your brand only shows up for the obvious one.
When Your Sources Disagree, AI Picks Someone Else (opens on Substack)
AI trusts a brand that tells one story everywhere—and quietly hedges on the ones that don’t.
Why AI Still Thinks You're Last Year's Company (opens on Substack)
Language models keep two memories—one frozen, one live—and most brands only tend to half of it.
The AI Is Describing You—And Getting It Wrong (opens on Substack)
Buyers now ask a model what your company does before they ask you. Do you know what it says?
Your Best Salesperson Is a Stranger on Reddit (opens on Substack)
AI models trust the conversations you're not part of more than the website you polished.
Your Old Content Is Talking Behind Your Back (opens on Substack)
AI doesn't just read what you published last week. It remembers everything you never cleaned up.
When the Buyer Is a Bot (opens on Substack)
Agents are starting to do the shopping, and they were never going to fall for your billboard.
The Citation Cartel: Why AI Search Favors the Already-Famous (opens on Substack)
Established brands dominate AI search results—and new voices can't break in.
Building in Public Is Your Unfair Advantage (opens on Substack)
Why transparency builds more authority than perfection ever could.
The Quote Test: Why Most Brand Copy Fails in AI Search (opens on Substack)
If a model can't lift a sentence cleanly, it won't cite you.
Stop Measuring Traffic. Start Measuring Mentions. (opens on Substack)
Your dashboard is still showing yesterday's game.
Original Research Is the New Backlink (opens on Substack)
In the AI search economy, primary data beats polished prose every time.
AI Is Ruthless at Solving Problems (opens on Substack)
Why the human layer matters more than ever
Forget Everything You Know About SEO (opens on Substack)
For 20 years, marketers optimised for Google. The game changed while they weren’t looking.
You're Not Being Outranked. You're Being Overlooked. (opens on Substack)
Why AI cites some brands on repeat and pretends others don't exist.
Search Everywhere Optimization: Why Google Is No Longer the Whole Picture (opens on Substack)
30 years ago, finding an answer meant going to a library, pulling several books on the same topic, and spending hours skimming through chapters to piece…
The AI Authority Index (opens on Substack)
Understanding how growth-stage businesses become recognized sources in AI and search platforms