The New Product Surface Is Where the Work Turns
The next AI product advantage may not be a better answer. It may be better placement: carrying customer and domain context into the moment where work turns into action.
Marketing & Narrative
Writing on positioning, narrative, demand creation, and how signal beats noise in modern marketing.
38 posts
The Board’s AI Story Has a Half-Life
A frontier model can move from launch to unavailable in a week. Boards need more than AI education. They need a disciplined way to recognize when a changing capability invalidates the story guiding products, promises, and investment.
The Agent Is Not the Moat
The agent gets the product name and the animated workflow. The durable advantage is accumulating underneath it: distinctive signal, legitimate customer access, and a learning loop that makes the next response more relevant.
Letaido Puts the Marketing Dashboard Inside the Loop
Ahrefs' Letaido points to a shift in marketing software: the dashboard is becoming a window into a persistent agent loop. Routine sensing and analysis can run continuously, while human attention moves toward objectives, interpretation, customer meaning, and creative direction.
The Missing Product in AI-Assisted Publishing
AI-assisted publishing does not need a perfect detector first. It needs a better byline: a concise, layered signal that explains what AI did, what human judgment remained, and who stands behind the finished work.
When AI Makes Polish Cheap, the Making Becomes the Marketing
Generative AI is making competent polish abundant. A surprise Chinese animation hit suggests the next creative advantage may belong to brands that make their choices, constraints, and authorship visible.
Can a SaaS Output Carry Its Own Renewal Case?
Google's AI ad disclosure points to a broader product shift: when agents become the user, SaaS products may need outputs that carry their own commercial context into budget and renewal decisions.
The AI-Readable Ad Shelf Is Open. Who Is Buying?
AI-readable advertising moves the ad shelf upstream. Brands can now buy presence in publisher pages that AI systems may use to form product recommendations, but a paid placement is still not a recommendation.
An AI Label Can Tell the Truth and Still Reduce Trust
The best AI disclosure is not always the longest. Audiences judge whether AI strengthened the offer or removed the expertise, care, identity, or accountability they thought they were buying.
Who Owns the Customer Context When Agents Can Orchestrate the Campaign?
As OpenAI and Google build delegated marketing work surfaces, campaign execution is becoming easier to rent. The scarce asset is the customer context that tells those systems what should happen next.
Four Million Videos a Day: How Marketing Became a Specification Problem
Four million cinematic social videos a day is not a creative milestone. It is proof that marketing’s bottleneck is now specification: the “compiler” layer that translates intent into model-executable video plans, and the human acceptance seam that keeps brand meaning intact at scale.
When Orchestration Ships as a Feature: The Distribution Stack Is Now the Moat
OpenAI’s GPT-5.6 Ultra treats multi-agent coordination as a shipped feature. That shifts the bottleneck from model quality to the distribution stack: orchestration, partner routing, and fresh data. If you cannot explain the route from buyer intent to completed transaction, you do not have a moat. Y…