Published addenda
Each piece starts with an existing article and adds the context, limitation, correction or alternative interpretation it needs.
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.
Business
Responding to Semrush
A multichannel workflow can distribute content everywhere without giving audiences a reason to choose it.
Business
Responding to Shopify
Traffic, conversion, and retention can all improve while an online store becomes less profitable, more fragile, and harder to operate.
Responding to Buffer
Buffer’s enormous dataset reveals an average pattern, but sample size cannot turn that pattern into a universal schedule for different audiences and goals.
Sales and Marketing
Responding to Harvard Business Review
Shared data and agentic workflows can improve the customer journey without turning demand creation and deal-making into the same discipline.
SEO
Responding to Ahrefs
Ahrefs shows that AI-heavy pages can rank. Its observational data cannot explain why other pages perform worse—or prove that Google applies no AI-related disadvantage.
Marketing
Responding to Neil Patel
Neil Patel’s guide offers a useful channel checklist, but B2B growth is not a collection of digital tactics. The harder work happens in positioning, buying-group consensus, sales coordination and delivery.
