How much AI-driven demand does referral tracking miss?
AI referrals and customer answers tell different stories. What one B2B analysis changed about reporting and the next brand-search test.
I write about the parts of the work that deserve more than a line in a report. Why a homepage keeps getting rewritten. What an SEO result actually tells us. Which lessons an AI workflow should keep.
32 homepage messages, and a decision copy alone couldn’t make
A website review can expose disagreements about the business that another round of headlines will never settle.
AirOps Next NYC: what should survive an editor’s correction?
Shared AI skills can preserve editorial judgment. The work is deciding which corrections belong in the next assignment—and which should stay with the last one.
When marketing and sales tell different stories
More leads, fewer worthwhile conversations. Before changing the campaign, check what each team is counting.
What I want to see after the rankings go up
A useful SEO report explains what changed, why it matters, and what the team should do with the information.
A competitor showed up in ChatGPT. Show me the question.
One answer can start a useful investigation. It needs context before it becomes a new marketing priority.
The buyer in the prompt changes the assignment
A Figma example at Zero Click SF made the limits of broad category questions easier to see.
Where should the next week of audience work go?
Across a portfolio, audience growth becomes a decision about what to share, what to preserve, and where to put the next week of editorial and product effort.
Have a question you think belongs here? Send it my way.