02Education
Outside-in before the engine: the sequencing mistake
Why teams automate the inside of the funnel before the outside has told them anything true.
Planned
Essays
Cornerstone essays
Long-form, research-first pieces. Tagged Education where they explain the discipline, and How I think where they show the judgement behind it.
EducationHow I think
01Education
What AI-native GTM engineering is (and is not)
Not a model subscription and an enrichment workbook. Sequence, wire, gate. Hire, fractional, agency or tools is a separate decision.
Read the essay
03How I think
One tool per layer is not a strategy
Filling every box on a stack diagram feels like progress. It is mostly a procurement exercise.
Planned
04How I think
Proof before personalisation
Personalising a message nobody believes only scales disbelief. Earn credibility first, then tailor it.
Planned
05Education
Signals that preceded wins (not vendor scores)
The signals worth acting on are the ones your own closed-won history shows arriving first.
Planned
06How I think
How I decide what AI is allowed to scale
A short, written test for whether a decision is stable enough to hand to a machine.
Planned