Articles

Essays and field notes by topic.

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

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

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
It's Getting Obvious Who's Actually Thinking

Systems · June 23, 2026

It's Getting Obvious Who's Actually Thinking

For all of history a long, fluent document was expensive, so we read it as proof of the thinking behind it. AI takes that cost to zero, and the receipt becomes a costume. Senior leaders, flooded and unconvinced, would rather you walked into their office than sent a file. Underneath the flood sits a quieter cost: the people outsourcing the thinking are getting weaker, and the shared record is filling with forgettable noise.

AI artificial intelligence knowledge work writing critical thinking communication leadership productivity future of work attention deep work AI reports AI writing
The Half of Manifesting That Works

Systems · June 08, 2026

The Half of Manifesting That Works

Manifesting is half right. Expectation does not transmit a request to the universe. It works by changing attention, the body's response, and persistence, which shape the actions that produce a result. The naive version fails because the nervous system reads receipts, not affirmations, and because picturing the win drains the drive to chase it. The working half is concrete: name the outcome and the real obstacle, pick the one move that brings money or progress in, shrink it to a daily rep, bolt it to a fixed trigger, and count the reps you control.

mindset self trust manifesting psychology behavior change habits discipline small wins mens development stoicism action implementation intentions