Published addenda
Each piece starts with an existing article and adds the context, limitation, correction or alternative interpretation it needs.
Business Strategy
Responding to Seth’s Blog
A sharply defined audience can improve the work, but enthusiasm alone does not prove that the group can sustain its economics or expand by word of mouth.
Entrepreneurship
Responding to Paul Graham
Manual work can reveal what customers need, but without an exit test it can also hide unpriced labor, bespoke service, and a product that never becomes repeatable.
Marketing Strategy
Responding to MIT Sloan Management Review
Brands can become easier for models to retrieve without becoming more desirable, and a recommendation delivered without a visit may be impossible to connect to a real decision.
Advertising Technology
Responding to Marketing Dive
AI advertising platforms promise automation while withholding mechanics, leaving marketers to supervise systems whose objectives, attribution, and data flows they cannot independently inspect.
Leadership
Responding to Farnam Street
Initiative prevents failures only when employees also have clear decision rights, usable escalation paths, and protection for responsible action.
AI Readiness
Responding to MarTech
Eligibility, recommendation, and transaction form a useful sequence, but combining them in one maturity model makes deeper machine access look like inevitable progress.
Generative Search
Responding to KPMG
Schema and knowledge graphs can clarify what a company claims, but technical legibility is not credibility and repeated brand signals are not verification.
Agentic Commerce
Responding to World Economic Forum
Making brand information legible to agents matters, but collapsing search, customer service, personalization, and autonomous transactions into AEO obscures their different risks.
AI Search
Responding to Microsoft Advertising
The three-stage account of trained knowledge, web retrieval, and structured data is approachable, but real AI answers do not follow one stable marketer-friendly funnel.
