Articles

Essays and field notes by topic.

One article library, organized by topic rather than separate blogs.

Systems · August 09, 2026

Your business is not missing from AI. It was never a candidate.

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.

AI Visibility AI Search Answer Engine Optimisation Measurement Local Business generative engine optimisation GEO AEO ChatGPT recommendations AI brand visibility zero-click search AI search Australia Melbourne machine perception discoverability evidence-based marketing

Systems · June 15, 2026

The Pattern, Not the Diagnosis

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.

narcissisticabuserecovery coercivecontrol emotionalabuse gaslighting toxicrelationship traumarecovery narcissisticabuse healingafterabuse selftrust stopfeedingthesystem