When a consumer buys milk, they know what they're getting. When a business buys services, they usually don't. Where the B2C marketing playbook falls apart in B2B.

What the last disruption cycle tells us about this one and whether you’re positioned to survive it.

AI initiatives don't fail because the strategy was wrong. They fail because something needed to exist before any of it began.

(A Story About What Happens When a Firm Forgets to Choose)

(Not Deliberately. That’s Almost Worse.)

And what software firms of the future are doing about it, today.

or: in which we learn that desperation has a smell, and buyers have excellent noses

“Attention Is All You Need.” That was the title of a 2017 Google paper that kicked off everything. Here's why it matters more now than ever.

Every software company claims to be different. Almost none of them sound like it. The same phrases, the same promises, the same stock photos – an entire industry trapped in a cycle of invisible sameness. Here's why it happens, and what it takes to break out.

A trust crisis is coming. In a world where scepticism is the default, being the obvious choice won't be about features or clever slogans. It'll be about instinctive trust. Here's how to build the gravity that pulls opportunities toward you.

Some companies feel like they could belong to anyone. Others feel inevitable. The difference isn't strategy or positioning – it's something deeper. It's essence.

We've crossed a threshold: strategic plans become obsolete before they're complete. The sustainable advantage isn't planning better – it's learning better, and this is how Continuous Positioning™ creates compound advantages when annual strategy cycles fail.