Where we stand, and why.
Writing on commercial strategy, AI, and where value leaks in a business. Each piece takes a position and shows the thinking behind it.
AI made us all better writers. It is making us all the same writer.
LinkedIn has shipped a button for reporting AI slop, and it is the right call. It is also aimed at the cheap half of the problem. The expensive half is what ungrounded AI is doing to your voice, and to the decisions nobody ever publishes.
Your customers are about to ask you to prove it.
You can only price on value you can evidence. If your pricing rests on cost plus a margin, or on what the category charges, a buyer asking for proof is asking a question you have no answer to.
AI ROI is forcing a commercial reckoning
The boardroom question moved from where can we apply it to where is the return and who owns it. That second question is commercial, and most operating models cannot answer it.
AI deals stall because nobody owns the outcome
Deals slow where money and risk get signed off. Discounting is a symptom of accountability nobody will carry.
The GenAI divide is an operating-model problem
Adoption is near universal and return is not. The dividing line is whether the system learns inside a real workflow, or starts from nothing every session.
Your team is using AI. The business isn’t.
Access to AI stopped being an advantage the moment everybody had it. What separates the companies seeing a return is where they put it: into commercial decisions, or into individual tabs.
The long-form version is a book.
These pieces come from the same method: Sell Value. Win More., the four-pillar Commercial Architecture written as a working handbook, with more than thirty field-proven tools and the first-hand Ryanair story. Free for founders and revenue leaders.
More of this, occasionally.
The longer pieces go out on Substack first.