Five AI marketing pillars. One of them isn't optional.
Start with being visible to the AI agents already researching your buyers. Build toward the rest as you grow.
Joined Up
I've spent 20 years building B2B businesses. Now I run Connected Paths, helping CEOs adopt AI without the wasted pilots and the hype. Joined Up is where I write about what's actually working — fortnightly, peer to peer, no fluff.
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AI adoption tripled. Depth didn't.
Bigger companies aren't tracking this better. They're tracking it worse.
What judgement is
Confident and reasoned look identical from the outside - in AI, and in most of what runs your business.
Two ears, one mouth wasn't the problem
What recording my own meetings showed me that the listening ratio couldn't.
Productivity is the consolation prize
What the companies winning with AI are doing differently - and why most boards are asking the wrong question.
The Integration Problem Just Got Expensive
AI does not fix a disconnected commercial system. It accelerates it.
Ravens, AI, and who to hire
A contested question in animal cognition turns out to be the same question we're asking about AI - and it changes who you hire.
Building Is Now Easy. Owning Is Not.
Four months, eight projects, and what they actually taught me about software in the AI era.
The floor keeps rising
The pattern from 2018 that tells you exactly where AI is going
AI doesn't fix a broken process. It amplifies it.
What Stanford's research on 51 enterprise deployments actually tells us about scaling AI.