An org chart is a specification
An org chart built from functions and workflows is a specification, and a specification can be handed to a machine. An org chart built from titles cannot.
AI in Practice
What AI changes inside a marketing organization, judged by work that shipped. Operating models, the first projects worth doing, and the ones that look impressive and produce nothing.
6 articles
The First AI Project Most Companies Skip
Inside every company, three versions of reality exist at the same time. There is how leadership thinks people work. There is how people say they work. And there is how…
CrowdStrike vs SentinelOne, and What Happened When I Checked the Sources
This page used to carry two AI generated vendor comparisons in full. It now carries what I found when I stopped reading that output and started checking it. If you…
I Said Prompt Engineer. I Meant Domain Expert.
In 2024 I wrote that one prompt engineer with marketing coordinator experience could absorb five marketing roles: market research, SEO, content, social, and data analysis. I was describing myself, and…
How I Moved a Marketing Team onto AI, and What Changed in Two Years
I asked one of our SDRs to write down every step of his daily workflow. The first version was clean. About ten steps. It was the version he thought I…
AI Content and E-E-A-T: What Actually Has to Come From You
Three articles on this site make the argument better than I can. How to Develop a Go to Market Strategy took me weeks in 2024. How to Build a Cybersecurity…