Articles
One article library, organized by topic rather than separate blogs.
Systems · September 04, 2026
ChatGPT is three years and nine months old and the ads ask for ten years with it. AI job titles went from 264 to 822 in four years while total postings rose 6 percent. Companies now appoint officers for a thing their own engineers cannot define. Years of experience were a proxy for depth. The proxy failed because the pipes are three years old, and the form still rejects the honest answer.
Systems · August 09, 2026
Everyone is selling AI visibility. Almost nobody has a denominator. We put buyer questions to AI assistants about ten trading Melbourne businesses, repeated them, and counted. Out of 570 chances to be named, they were named 18 times. Four were never named once. Then the finding that matters: asked whether it knew the specific business, nine of the ten got both answers from the same machine, some runs yes and some runs no. An independent study from SparkToro found the same instability from a different direction, with under a 1 in 100 chance of the same brand list appearing twice. This article covers what that does to every AI visibility report on the market, why the failure happens before your content is read, and the four questions to ask any vendor selling you a number. It includes our own business as the worked case, along with two findings we published about ourselves that turned out to be wrong.
Recovery · July 04, 2026
Fluency in the pattern was supposed to change things. It did not. The gap between knowing and stopping does not live in the other party; it lives in the traffic: explanation, reaction, research, hope, all arriving on schedule. The message still sitting in drafts is written for audiences who cannot deliver the verdict. The work turns from decoding them to auditing what leaves you, stripping the labels off, and closing the valves.
Systems · June 15, 2026
You cannot diagnose someone whose whole skill is looking one way in public and another at home, least of all when the relationship has worn down your read on reality. So stop diagnosing them. Read your own week instead: what you have stopped doing, what your apologies have become, whether repair ever costs them. The pattern is accessible where the label is not.