Insights
The thinking behind the work.
Short, plain pieces on where AI pays in a business, what to own, and what to leave to the vendors. Written from the work we do for clients and the way we run our own business.
AI strategy
Every business can buy the same AI.
The model is the part you rent. What it knows about your business is the part you own, and the only part a competitor cannot buy.
6 min read
Company OS
What Is a Company OS? The Shared System Underneath Everyone's AI
A Company OS is the shared layer underneath your team's AI: what is true about the business, how each job is done, and the agents that run on it.
9 min read
Problems with AI
Why Do AI Projects Fail? What the Ones That Work Do Differently
Why AI projects fail: the root causes RAND, Gartner and MIT found, why generative AI fails differently, and what the projects that deliver have in common.
9 min read
Company brain
What Is a Company Brain? One Source of Truth for Every Person and Every AI
A company brain is the small set of canonical files every person and AI in a business reads from. What it holds, how it learns, and how it stays right.
8 min read
Company brain
Why Is AI Writing So Generic? (It's a Context Problem, Not a Prompt Problem)
AI writing sounds generic because the AI knows nothing about your business. Why better prompts don't fix it for a team, and what does.
7 min read
Company OS
AI Operating System for Business: What Changes With One, and Without
An AI operating system for business is the shared layer under your team's AI. Here is what a working week looks like without one, and with one.
8 min read
Problems with AI
ChatGPT for Employees: Why "Just Give Everyone ChatGPT" Doesn't Work
Rolling out ChatGPT to every employee is the right start and the wrong stopping point. Five ways a seats-only rollout breaks, and what to add.
8 min read
AI ROI
How to Measure AI ROI: A Practical Framework for Growing Businesses
How to measure AI ROI in a growing business: what to count as cost, what counts as return, how to set a baseline, and when to expect results.
9 min read
Problems with AI
MIT's GenAI Divide Study: What the 95% Figure Actually Means
What MIT NANDA's GenAI Divide study found about AI returns, how it was done, why critics doubt the 95% figure, and the findings that do hold up.
8 min read
AI ROI
AI Productivity Metrics: Why Time Saved Is Not ROI
Time saved is the most common AI productivity metric and the least reliable. Why self-reported savings mislead, and the metrics that show real value.
7 min read
AI agents
What Are AI Agents? A Plain-English Guide for Business Leaders
What AI agents are, how they differ from chatbots, what they can do in a business today, what they need to work, and how to start safely.
9 min read
AI agents
Human in the Loop AI: Why Every Agent Needs an Approval Gate
Human in the loop AI explained for business: where the person should sit, what they should check, and why an approval gate speeds AI adoption up.
7 min read
Company OS
How to Implement AI in a Business: Four Steps, and Only Two Ever Finish
How to implement AI in a business in four steps: set the structure, point your sources at it, keep it current, then let people and agents draw on it.
8 min read
Problems with AI
What Is Shadow AI? The Risks, and How to Bring It Inside
Shadow AI is staff using AI tools the business has not approved. How common it is, the risks, what Australian privacy guidance says, and how to fix it.
8 min read
Company brain
Employee Offboarding and AI: What Happens to the Knowledge in Their AI Accounts?
When an employee leaves, the knowledge in their AI accounts leaves too. What an AI offboarding checklist should cover, and how to stop the loss at the source.
7 min read
Company brain
What Is Institutional Knowledge, and How Do You Stop It Walking Out the Door?
Institutional knowledge is what a business knows but has not written down. Why it gets lost, what it costs, why documents fail, and how AI changes the fix.
8 min read
AI strategy
How to Build an AI Strategy for a Small or Mid-Sized Business
An AI strategy for a small business comes down to three decisions: where AI pays, what it may touch, and who owns it. How to make each, plus a 90-day plan.
9 min read
AI ROI
How Much Does AI Implementation Cost for a Small Business?
What AI implementation really costs a small business: per-seat software, setup, ongoing upkeep and the hidden costs, with what drives each line.
8 min read
AI strategy
AI Readiness Assessment: What It Covers and What It Should Cost
What an AI readiness assessment covers, whether a small business needs one, what it costs, and what you should have in hand at the end.
7 min read
Company OS
Isn't a Company OS Just a Wiki? How It Differs From Notion, Confluence and SharePoint
Notion, Confluence and SharePoint store documents people read. A Company OS is read by AI on every output. The difference, and when a wiki is enough.
7 min read
Company brain
Context Engineering Explained: Why AI Is Only as Good as What It's Given
Context engineering is deciding what information an AI has when it works. How it differs from prompt engineering, and how a business does it well.
8 min read
Company brain
Meeting Transcripts and AI: Your Most Underused Business Asset
Sales calls and meetings hold your customers' own words and your team's best answers. How to turn transcripts into knowledge AI can use, with consent.
7 min read
Skills
What Are Claude Skills? A Guide for Business Teams
Claude Skills are folders of instructions Claude loads when a task needs them. What they are, how they work, and how to turn your best methods into skills.
8 min read
Skills
Claude Skills vs Projects vs Custom GPTs vs Prompts: Which to Use When
Skills hold how work is done, Projects hold what you know, prompts are one-off and custom GPTs bundle both. When to use each, and which suits a team.
7 min read
Skills
How to Write a Claude Skill: Turning Your Best Person's Method Into a File
How to create a Claude skill for your business: choosing the job, capturing the method, writing the SKILL.md file, testing it, and keeping it current.
8 min read
GTM engineering
What Is GTM Engineering? A Plain Guide for Growing B2B Teams
GTM engineering builds the systems behind sales and marketing: data, signals, workflows and the rules for what a machine may send. What it is and who needs it.
8 min read
GTM engineering
What Does a GTM Engineer Do? The Role, the Skills and What It Costs
What a GTM engineer does day to day, the skills employers ask for, what the role costs, and what it needs from the business to succeed.
7 min read
GTM engineering
Should You Hire a GTM Engineer, or Build the System One Would Build?
Hiring a GTM engineer brings skills, not your company's knowledge. Three options compared: hire, outsource outputs, or build a system you own.
7 min read
Adoption and leadership
AI Policy Template: How to Write One Your Team Will Read in Five Minutes
A one-page AI policy template for Australian businesses: approved tools, data rules, approval, accounts, ownership and review, aligned to official guidance.
8 min read
Problems with AI
AI Tool Sprawl: Six Subscriptions and Nobody Can Say What They Return
AI tool sprawl is paying for many AI subscriptions nobody can tie to results. Why it happens, what it costs, and how to audit and consolidate.
7 min read
AI ROI
Where to Start With AI: The Weekly Workflow Test
Where to start with AI in a business: the weekly workflow test, the jobs that usually pay first, the ones to avoid, and how to prove the first one worked.
7 min read
AI for marketing
AI Search Is a Lead Source With No Auction for the Answer
Buyers now ask ChatGPT and other assistants which suppliers to shortlist. Why the answer itself has no auction, and what earns a recommendation.
7 min read
AI for marketing
Generative Engine Optimisation (GEO) Explained: What Works and What Doesn't
Generative engine optimisation makes your business easy for AI assistants to cite. What the research says works, how it differs from SEO, and its limits.
8 min read
AI for marketing
How to Get Your Company Recommended by ChatGPT: Seven Practical Steps
How ChatGPT decides which companies to recommend, why you cannot pay for it, and seven practical steps that make a B2B company easy to recommend.
8 min read
Company OS
AI Agency vs In-House: Should You Buy the Outputs or Own the Machine?
Buying AI outputs from an agency is fast; owning the system keeps your knowledge in-house. When each is right, the hidden cost of outputs, and the middle way.
8 min read
Company OS
What We Learned Running Our Own Agency on a Company OS
Lessons from running an agency on its own Company OS: what to build first, where people still decide, what changed along the way, and what it means for clients.
8 min read
AI strategy
How to Choose an AI Consultant: Ten Questions to Ask First
How to choose an AI consultant for a growing business: ten questions to ask, the red flags to watch for, what the work should leave behind, and how to pay.
8 min read
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