Signals
Observations from building systems that operate at scale.
Artificial intelligence10 MIN READ
Why Precision Beats Speed in AI-Driven Organisations
88% of organisations now use AI in at least one business function. Fewer than 6% generate meaningful financial impact from it. That gap has a name. It is a thinking problem. Fast Is Not the Problem. Undirected Is. Picture a team twelve months into an AI programme. The tools are live. The demos we.....
AI for Efficiency Was Easy to Justify. AI for Effectiveness Is a Harder and More Important Problem.
90% of organisations increased their AI marketing investment over the past two years. 12% can prove it worked. That single finding from Comviva’s Global CMO Survey, published in June 2026, describes the defining.....
Your Company Page Is Reaching 1.6% of Your Followers. That Number Will Not Recover.
Richard van der Blom’s Algorithm InSights 2025 report, analysing 1.8 million posts across 58,000 profiles and 31,000 company pages, found that company page posts now reach roughly 1.6% of their followers. Organi.....
What Does an LLM Actually Know About Your Brand and Does It Match the Truth?
Right now, buyers in your category are asking ChatGPT, Perplexity, and Google AI Overviews about you. They are asking what you do, what you charge, who you work with, and how you compare to alternatives. The AI is ans.....
AI Has Made Content Cheap. It Has Made Credibility Expensive.
AI Has Made Content Cheap. It Has Made Credibility Expensive. By November 2024, the volume of AI-generated articles on the web had surpassed the volume of human-written ones. According to a study by Graphite.io examin.....
Execution beats commentary.
We build before we publish.
We test before we advise.
We measure before we claim.
Before AI Can Do Anything Useful, Someone Has to Decide What Useful Means
The deployment decisions are moving faster than the purpose conversations. In most organisations right now, AI tools are live, budgets are committed, and teams are actively using outputs. Few have written down what th.....
Buying Decisions Are Not Made Where You Think
The Market You Think You Are Competing In Is Probably Not the Market Buying Decisions Are Made In Most organisations could not tell you exactly when or how they decided which market they compete in. It happened increm.....
Most Marketing Dashboards Are Measuring Activity, Not Causality
Your dashboard is full of green arrows. Sessions up. CTR up. MQL volume up. Engagement up. Open rates up. And your CEO is asking why revenue is flat. This is not a bad quarter. It is a measurement architecture .....
The Funnel Is a Lie. Buyer Behaviour Has Always Been Non-Linear.
The marketing funnel is 128 years old. It was designed in 1898 for door-to-door salespeople, in a world where the fastest car reached 39 mph and the telephone was still a luxury. We have been running digital marketing.....
Where to go next
If you’re dealing with comparable constraints, we’re open to a conversation.