Strategy

Strategy · Product · August 3, 2026

The difference between an AI session and an AI workflow

An AI session is a one-off conversation. An AI workflow is a system that accumulates. Most teams are running sessions when they need workflows.

6 min read

Product · Strategy · August 2, 2026

Where to put documents so AI can actually use them

Documents scoped incorrectly either pollute sessions with irrelevant context or disappear when needed. The org-vs.-project distinction prevents both.

6 min read

Strategy · Product · August 1, 2026

The consistency problem when your team prompts separately

When team members prompt AI separately, they each get a different version of your brand. Here is why the problem is structural — and what solves it.

6 min read

Strategy · Product · August 1, 2026

Running blog, email, and social from one campaign brief

Multi-format campaigns lose consistency when each format gets its own separate prompt. Here is the structure that runs them all from one campaign brief.

6 min read

Product · Strategy · July 31, 2026

Brief a project once, carry context into every chat

Re-explaining project goals in every AI session creates drift and wastes time. Here is how one setup carries context across every session that follows.

6 min read

Product · Strategy · July 31, 2026

Why one AI interface for strategy and copy falls short

Generic AI chat handles every task the same way. Marketing-specific modules change that — shaping the process, not just the output.

6 min read

Craft & Writing · Strategy · July 30, 2026

Turning stakeholder interviews into AI source material

Stakeholder interviews hold the tacit brand knowledge that never gets documented. Here is how to capture it in a form AI can actually use.

6 min read

Strategy · Product · July 30, 2026

The blank-slate problem: AI without brand context

Every AI session starts with no brand knowledge. That's the blank-slate problem — and the reason AI content sounds generic even with careful prompting.

6 min read

Craft & Writing · Strategy · July 29, 2026

What not to put in your AI marketing brief

More context in an AI brief doesn't produce better output. Research finds that irrelevant context actively degrades AI performance. Here is what to leave out.

6 min read

Craft & Writing · Strategy · July 29, 2026

One brief, five formats: a multi-channel content workflow

Running one brand brief through multiple formats is the most efficient AI content workflow. Here is how to architect it without losing voice in the translation.

7 min read

Strategy · Craft & Writing · July 29, 2026

AI marketing under pressure: where quality degrades first

Deadlines and resource pressure are when AI content quality fails most visibly. The failure modes are predictable. Here is what breaks first.

8 min read

Strategy · Craft & Writing · July 29, 2026

AI content at volume: how to maintain quality

Scaling AI content output without a quality system doesn't produce more good content — it produces more content. Here is what the quality system looks like.

8 min read

Strategy · AI Marketing · July 29, 2026

AI for B2B marketing when the sales cycle is 6 months long

B2B content built for a 6-month sales cycle has different requirements than self-serve or short-cycle content. Here is what changes and why.

7 min read

Strategy · July 29, 2026

What to say to clients about AI (the agency conversation)

Clients are asking about AI in agency work. Here is the language that positions it as quality infrastructure — not cost-cutting — and handles the hard questions.

9 min read

AI Marketing · Strategy · July 28, 2026

What Brain Scans Reveal About Brand Preference: The Neuromarketing Research

In blind taste tests, people preferred Pepsi. Knowing they were drinking Coke reversed that preference — and the reversal was visible in fMRI data. Brand identity literally changed what people experienced.

7 min read

AI Marketing · Strategy · July 28, 2026

What the IPA Databank Says About Long-Term Marketing: The Binet and Field Research Explained

The largest database of proven marketing effectiveness cases — 880 national campaigns — shows that over-investment in short-term activation degrades long-term marketing efficiency. AI makes it easier to produce activation content at volume, which makes this research more relevant, not less.

7 min read

AI Marketing · Strategy · July 28, 2026

The Research Behind AI Citation: What the GEO Papers Actually Found

Adding concrete numerical data to a page raised AI source visibility by up to 40% in controlled testing across five generative engines. Here is what the GEO research actually established, and what it means for marketing content.

7 min read

Strategy · July 22, 2026

Which marketing tasks should stay human? A keep-or-delegate framework

Not every marketing task should run through AI. Not every task should stay human. The keep-or-delegate framework gives you a way to sort yours without defaulting to either extreme.

5 min read

Strategy · AI Marketing · July 10, 2026

SEO vs. GEO: what changes when a model reads your site

SEO and GEO share some signals but differ where it counts. Here's what actually changes when the reader is a model generating an answer instead of a human clicking a result.

8 min read

Strategy · July 10, 2026

How to brief an AI like a senior planner

The brief you give an AI determines the output you get. The difference between useful AI output and generic AI output is almost always brief quality.

7 min read

Strategy · July 10, 2026

Carrying context across a multi-week campaign

The decisions made at the start of a campaign shouldn't have to be re-established every session. Persistent AI context is the difference between a campaign and a series of one-offs.

7 min read

Strategy · July 10, 2026

Auditing your AI visibility: what to check and when

AI visibility is different from search ranking — and it requires a different audit. Here's how to test whether AI answer engines are citing your brand, and what the results mean.

9 min read

Strategy · July 10, 2026

Content strategy with AI: research to plan

AI doesn't produce content strategy — it accelerates the synthesis of the research you've already done. The output is only as good as the inputs you bring.

6 min read

Strategy · July 10, 2026

From brief to concepts without a blank prompt

AI concepting fails the same way every time: the brief isn't loaded before the model starts. The fix is context before generation, not better prompting after you see the output.

6 min read

Strategy · July 9, 2026

Why AI recommends some brands and ignores others

AI answer engines cite what's most citable, not what's most popular. Brands that surface consistently have specific, verifiable content that extracts cleanly.

7 min read

Strategy · July 9, 2026

Structuring content so AI can quote it

AI engines extract self-contained answers, tables, and FAQ blocks before prose. The practices that make content citable also make it better for human readers.

8 min read

Strategy · July 9, 2026

The AI-assisted campaign workflow, start to finish

The teams getting real results from AI campaigns aren't prompting differently — they're sequencing the work. Strategy first, concept second, execution third.

7 min read

Strategy · AI Marketing · July 8, 2026

What is generative engine optimization (GEO)

Generative engine optimization (GEO) is getting content cited by AI answer engines. The signals that drive citation differ from those that drive ranking.

8 min read

AI Marketing · Strategy · June 11, 2026

Why context beats prompts in AI marketing work

The teams getting real value from AI marketing tools aren't writing cleverer prompts — they're feeding the model better context. Here's the difference, and why it compounds.

3 min read