Addendum is a publication for thoughtful disagreement. We examine business writing, challenge weak assumptions, surface missing context and extend arguments that deserve a second look.
Latest
Marketing Measurement
Responding to Gartner
Share of Answer and citation counts measure model output more clearly than human influence, leaving AEO dashboards vulnerable to a new kind of vanity metric.
Content Strategy
Responding to HubSpot
HubSpot says blog traffic gave way to influence, but a looser metric cannot demonstrate success without evidence of commercial impact.
Business
Responding to McKinsey & Company
AI accelerates commercial decisions, but speed and scale can turn weak objectives, biased data, and unproven assumptions into systemic errors.
How Addendum works
Every piece should make the reader better informed than the original article alone. Disagreement is useful only when it introduces evidence, context, reasoning or a more complete frame.
Explain what the original article actually argues before criticizing it.
Focus on a claim, assumption, omission, framing choice or limitation that can be examined clearly.
An Addendum should extend understanding, not simply score points against another writer.
Why “Addendum”?
We are interested in arguments that are almost right, incomplete in revealing ways, persuasive for the wrong reasons, or simply missing a perspective worth preserving.
