Insights
News, notes, and working methods.
Short pieces for people who have to choose a stack this quarter — not a reading list about the future of work.
2 September 2026
Cut a large AI programme into jobs you can actually buy
Implementing AI and proving ROI in a large organisation is hard. Slice the problem into customer jobs. Make or buy stays strategic — a specialised tool on the shelf is often the faster, lower-risk way to learn.
Read note
2 September 2026
Stop buying AI for departments. Map it to the journey.
Marketing buys a writer. Support buys a bot. IT buys a copilot. The customer meets all three and wonders who you are.
Read note
2 September 2026
AI tools for customer journey mapping — a working method
Search “AI tools for customer journey mapping” and you get another grid of logos. Here is a method that starts from the customer’s job instead.
Read note
1 September 2026
A starter AI stack for SME owners
Four jobs, four tools, and a rule for saying no. You do not need an AI transformation programme.
Read note
28 August 2026
How agencies should brief AI per touchpoint
Clients do not need another tool list in the appendix. They need a map that survives the kickoff.
Read note
20 August 2026
What CxOs should ask before a customer-facing agent goes live
Copilots fail privately. Customer-facing agents fail in public. The questions are not about the model.
Read note
18 August 2026
Website AI agent vs chatbot: pick the job, not the widget
A chat bubble is not a strategy. The useful split is brand representation versus ticket resolution — and they are different products.
Read note
12 August 2026
An AI stack for digital agencies that survives the kickoff
The stack is part of the brief. If it only appears as a logo slide, the client will blame you when the bot goes off-voice in month two.
Read note