Insights
The thinking behind the work.
Short, plain pieces on where AI pays in a business, what to own, and what to leave to the vendors. Written from the work we do for clients and the way we run our own business.
Company OS
AI Tools for Business: Why More Subscriptions Don't Add Up to Better Results
Most businesses add AI tools hoping results follow. Why each new tool adds another island of context, and what should sit underneath them instead.
7 min read
Company OS
AI Operating Model for Growing Businesses: Three Layers, Three Owners
An AI operating model for a 10 to 200 person business: the data, workflow and agent layers, what goes wrong at each, and who should own them.
7 min read
Company OS
AI for Small Business: What a Company OS Looks Like at 10 People, and at 200
How AI should be set up differs with size. What a Company OS looks like at 10, 50 and 200 people, and what stays the same at every size.
7 min read
Company OS
The AI-Native Company: What It Means for a Business That Wasn't Born With AI
An established business can become AI-native by redesigning how work is done, not by speeding up old habits. What changes, for whom, and in what order.
8 min read
Company OS
Company OS vs EOS: Two Operating Systems for Two Different Problems
EOS runs your leadership team; a Company OS is what your AI reads. How the two differ, where they overlap, and how EOS work feeds a company brain.
7 min read
Company brain
AI Knowledge Base: The Twelve Things Every Company Brain Should Hold
What an AI knowledge base for a business should hold: twelve canonical sets, what each changes in AI output, where it comes from, and which to build first.
8 min read
Company brain
Ideal Customer Profile Template: How to Write an ICP Document AI Can Actually Use
An ICP template written for AI as well as people: tiers, disqualifiers, triggers and buyers' own words, written as statements a machine can test.
8 min read
Company brain
Brand Voice Guide for AI: How to Write Down a Voice a Machine Can Follow
Why adjectives like friendly and professional fail with AI, and what a brand voice guide for AI should hold: mechanics, phrases, punctuation, samples.
7 min read
Company brain
Approved Claims: How to Stop AI Inventing What Your Product Does
AI makes up product features when it lacks facts. How an approved claims list, with a publishable flag on every fact, keeps AI output accurate.
7 min read
Company brain
How to Build a Sales Objection Library From Your Real Sales Calls
Build an objection library from real calls: every objection buyers raise, every answer your people gave and what happened next, in a form AI can use.
7 min read
Company brain
RAG Explained for Business: When Retrieval Isn't Enough
Retrieval-augmented generation, or RAG, lets AI look things up before it answers. How it works in plain terms, where it helps, and why it is not enough alone.
7 min read
Company brain
ChatGPT Memory, Claude Memory and Why Personal Memory Isn't Company Memory
ChatGPT and Claude can remember things between chats, but that memory belongs to one person or project. Why it is not company memory, and how they fit together.
7 min read
Problems with AI
AI Hallucinations at Work: What Causes Them and the Fixes That Hold
Why AI models make things up, why it happens more in business work, and the three fixes that hold: approved facts, sourced output and a person at the gate.
7 min read
Problems with AI
Bring Your Own AI (BYOAI): What It Means When Most Staff Use Their Own Tools
Most people who use AI at work bring their own tools. Why BYOAI happens, what it costs a business, whether to allow it, and how to move to company AI.
7 min read
Problems with AI
AI Writing Sounds Generic? Seven Steps to Make It Sound Like You
Seven practical steps to make AI writing sound like your business: what to give it before it writes, how to brief each piece, and what to edit out.
7 min read
Problems with AI
AI Pilot Purgatory: Why Pilots Never Reach the Rest of the Business
AI pilots stall because nobody owns the decision, not because the AI failed. How to design a pilot that ends in a decision and move it into everyday work.
7 min read
Problems with AI
AI Training for Employees: Why So Few Feel Trained, and What Actually Works
Only about a third of employees feel properly trained to use AI. Why most training does not stick, what good training looks like, and how much people need.
7 min read
Problems with AI
AI Slop: How to Spot It in Your Own Marketing Before Buyers Do
AI slop is low-quality AI content buyers did not ask for. How to spot it in your own marketing, what it costs a brand, and how to stop publishing it.
7 min read
Problems with AI
Twelve AI Implementation Mistakes Growing Businesses Make (and the Fixes)
The twelve AI implementation mistakes growing businesses make most, from starting with tools to skipping approval, each with a practical fix.
8 min read
AI agents
AI Agents vs Chatbots vs Automations: What's the Difference, and Which Do You Need?
Automations follow fixed rules, chatbots hold conversations, AI agents pursue goals across steps. How to tell them apart and pick the right one for each job.
7 min read
AI agents
Agentic Workflows vs AI Agents: Which One Does Your Business Actually Need?
An agentic workflow follows set steps with AI inside; an AI agent picks its own steps. Why most businesses need workflows first, and when agents pay off.
7 min read
AI agents
How to Build an AI Agent for Your Business Without Engineers
A six-step way for a non-technical team to build a first AI agent: pick the job, write the method, load the knowledge, build, test and set approval.
8 min read
AI agents
AI Agent Use Cases for Sales and Marketing Teams
Practical AI agent use cases for B2B sales and marketing, by stage: research, outreach, content, reporting, with what each reads and where a person approves.
8 min read
AI agents
AI Agent Permissions: Can Agents Be Trusted With Company Systems?
How to give AI agents access to company systems safely: least privilege, read only by default, write access per action, and approval before anything goes out.
7 min read
AI agents
AI Agent Examples: Twenty Agents a 50-Person B2B Company Could Run
Twenty practical AI agent examples for a 50-person B2B company across sales, marketing, delivery, finance and leadership, each with its approval point.
8 min read
AI agents
Why AI Agents Fail in Production (and How to Make Them Fail Safely)
AI agents that shine in demos often break in real work. The common failure points, why errors compound, and how to design agents that fail safely.
7 min read
AI agents
AI SDRs: What They Can Do, What They Can't, and What They Shouldn't
AI SDRs can research, draft and sequence at scale. Where they fall short, what they should never do alone, and how AI and human SDRs work best together.
7 min read
AI agents
Agentic AI for Small Business: What Is Real and What Is a Demo
What agentic AI a small or mid-sized business can rely on today, what is still mostly demo, and the questions that expose agent washing.
7 min read
Skills
Skills vs MCP: What Each Does and Why Your AI Needs Both
MCP connects AI to your tools and data; a skill teaches AI how to do a job. What each does, why you need both, and where company facts fit.
6 min read
Skills
Agent Skills for Marketing Teams: Which to Build First
The agent skills a B2B marketing team should build first, across research, writing, checking and reporting, and when open skills are worth using.
7 min read
Skills
Agent Skills for Sales Teams: Six Worth Building From Your Best Rep's Method
Six agent skills a B2B sales team should build first, from pre-call briefs to proposals, and how to capture your best salesperson's method in each.
7 min read
Skills
Agent Skills for SEO: Which Are Worth Building, and What They Should Never Do
The SEO agent skills worth building, from audits to briefs and content checks, and why an SEO skill should diagnose and recommend, not rewrite your pages.
7 min read
Skills
Process Documentation Nobody Reads vs Skills an Agent Runs Every Time
Process documents go stale because nothing depends on them. Skills stay accurate because AI runs them on every job. How to turn one into the other.
7 min read
Skills
Agent Skills as an Open Standard: What It Means if Your Team Uses ChatGPT or Gemini
Anthropic published Agent Skills as an open standard in December 2025. What the spec contains, which tools support it, and what it means for mixed teams.
7 min read
Claude for business
Claude for Business: A Guide for Growing Companies
How growing businesses use Claude: what it is good for, which plan to choose, how business data is handled, and what to set up first.
8 min read
Claude for business
Claude Team vs Enterprise vs Pro: Which Plan Suits a 10 to 200 Person Company?
Claude Pro, Team or Enterprise for a growing business: what each plan includes, what it costs as of October 2026, and how to choose.
7 min read
Claude for business
Claude Code for Non-Developers: Running Business Work From a Repository
Claude Code is a coding agent, but non-developers can run business work with it from a folder of plain files. What that looks like, and the risks.
7 min read
Claude for business
How to Set Up Claude Projects for a Team
How a team should organise Claude Projects: one per client or initiative, project knowledge, sharing and permissions, and where shared facts belong.
7 min read
Claude for business
How to Connect Claude to HubSpot, Notion and Google Drive Safely
How to connect Claude to HubSpot, Notion and Google Drive, and the decision that matters more: what each connection is allowed to do.
7 min read
Claude for business
Claude for Marketing Teams: Fifteen Workflows Worth Running
Fifteen practical Claude workflows for B2B marketing teams across research, writing, checking and reporting, with what each needs to work well.
8 min read
Claude for business
Claude for Sales Teams: From Call Notes to Follow-Up
How B2B sales teams use Claude before the call, after the call and for proposals, what it should never do on its own, and how to set it up.
7 min read
Claude for business
Is Claude Safe for Company Data? How Business Plans Handle It
Whether Claude is safe for company data depends mostly on the plan. How consumer and business plans differ, what Team and Enterprise add, and what you own.
7 min read
Claude for business
Moving Staff From Personal AI Accounts to Business Plans: A Checklist
A ten-step checklist for moving staff off personal AI accounts onto a company plan without losing what they built, plus the account policy to back it.
7 min read
Connecting your stack
What Is MCP? The Model Context Protocol Explained for Business
MCP, the Model Context Protocol, is an open standard for connecting AI tools to business systems. What it does, who supports it, and the risks.
7 min read
Connecting your stack
MCP Security: Read Only by Default, Write Access One Action at a Time
The main security risks of connecting AI through MCP, and the controls that manage them: least privilege, read only first, allow lists, approval and audit.
7 min read
Connecting your stack
MCP Servers for Go-to-Market Teams: Which Connections to Switch On First
Which MCP connections a B2B go-to-market team should switch on first, in what order, and what each should be allowed to do.
7 min read
Connecting your stack
MCP vs API vs Zapier: How to Connect AI to Your Business Tools
APIs are how software talks, automation tools join APIs into fixed flows, and MCP lets AI use tools on request. How to choose for each job.
7 min read
Connecting your stack
Connecting AI to Your CRM Without Letting It Write to Your CRM
Why many businesses keep AI read only on the CRM, what read access still unlocks, how to lock a connection down, and how AI should prepare changes for a person.
7 min read
GTM engineering
GTM Engineer vs RevOps vs Growth Marketer: Who Does What
How a GTM engineer, a RevOps lead and a growth marketer differ, where they overlap in a small team, and which a growing business needs first.
7 min read
GTM engineering
The GTM Tech Stack, Category by Category: What You Need and in What Order
The categories in a B2B go-to-market tech stack, what each does, which a growing team needs first, and where AI fits without causing sprawl.
8 min read
GTM engineering
Signal-Based Outbound: How to Find B2B Buyers Who Are Ready Now
Most B2B buyers are not in market at any moment. Which signals point to the few who are, how to act on them, and why signals alone are not enough.
7 min read
GTM engineering
AI Cold Email That Doesn't Read Like AI
How to use AI for cold email without sounding like AI: short, specific messages built on a real trigger, plus deliverability and Australian law.
7 min read
GTM engineering
Load, Don't Launch: Why AI Should Never Send Your Outbound
AI can build and load an outbound campaign, paused. A person should launch it. Why the line sits there, what AI can safely do, and what to check before launch.
7 min read
GTM engineering
How to Build an ICP-Driven Outbound Engine With AI
A working outbound engine rests on the ideal customer profile, signals, objection answers and an approval gate. How AI fits at each step.
8 min read
GTM engineering
AI for LinkedIn Outreach: The Risks When DMs Come From a Real Person's Profile
LinkedIn outreach sends from a named person's own profile, so a bad message is personal. Platform rules, the risks, and how AI can help safely.
7 min read
GTM engineering
Intent Data Explained for B2B Teams: What It Is and How to Use It
What B2B intent data is, the difference between first-party and third-party intent, how reliable it is, and how a small team should use it.
7 min read
GTM engineering
GTM Playbooks as Code: Writing Your Go-to-Market Down So Agents Can Run It
A GTM playbook written as files agents run: the ICP, methods, rules and approval gates, versioned like code. How it differs from a sales playbook.
7 min read
GTM engineering
How to Run a Weekly SDR Performance Review From Your CRM
A weekly SDR review built from the CRM: class leads by type, trace each meeting back to its touches, and end on two questions for the team.
7 min read
GTM engineering
Weekly Lead Reports That Write Themselves: A Template and How AI Builds It
What a weekly lead report should include, why most go unread, and how AI can assemble one from analytics, ads and the CRM for a person to review.
7 min read
GTM engineering
GTM Engineering for Small Teams: What to Automate First
What a small go-to-market team should automate first, what to keep human, when to use automation versus AI, and how to sequence the work.
7 min read
GTM engineering
AI for RevOps: CRM Hygiene, Attribution and Reporting Without Bulk Edits
How AI helps revenue operations: finding CRM hygiene problems, explaining attribution and drafting reports, while a person approves every change.
7 min read
AI for marketing
AI Marketing Workflows: How a B2B Team Runs on Agents
The AI marketing workflows a B2B team needs, what they all depend on, where a person approves, and how to measure them. A map of the whole system.
8 min read
AI for marketing
How to Measure Your AI Visibility
How to track whether ChatGPT, Gemini and other assistants mention, describe and cite your company: choosing questions, scoring answers, and what to do next.
8 min read
AI for marketing
What Is llms.txt, and Does Your Site Need One?
What an llms.txt file is, what goes in it, what it does and does not do for SEO and AI visibility, and what to check before writing one.
7 min read
AI for marketing
AI Content That Ranks: Why Context Beats Prompts
Can AI-written content rank? What Google says, why context beats clever prompts, and how to build an AI content process that earns rankings and citations.
7 min read
AI for marketing
AI for LinkedIn: Writing in a Founder's Real Voice
How AI can draft LinkedIn posts that sound like the founder: building a voice file, drafting from it, and why the founder edits and approves every post.
7 min read
AI for marketing
AI in Google Ads: What It Should Touch and What It Shouldn't
Where AI helps in Google Ads, what it should change with approval, what stays with people, and how to treat auto-apply and broad match.
7 min read
AI for marketing
AI Landing Pages: Fast to Build, Slow to Prove
AI can build a landing page in hours. Proving its claims, avoiding thin templated sets and earning conversions takes longer. What to check before it goes live.
7 min read
AI for marketing
AI Lead Magnets: Building Assets Buyers Actually Keep
How to build lead magnets B2B buyers keep: choosing the right one from your ICP, using AI to draft and design it, and keeping every claim accurate.
7 min read
AI for marketing
AI Case Studies and Customer Consent: The Gate Most Teams Skip
Why customer consent must come before an AI drafts a case study, what consent should cover, and the four approvals between a customer story and publishing.
7 min read
AI for marketing
From Keyword Map to Published Article: An AI Content Pipeline
An AI content pipeline step by step: the keyword map, planning, the brief, drafting, automated checks and a person approving before anything is published.
8 min read
AI for marketing
Product Videos Built From Code, With No Customer Data on Screen
How product films can be built from code instead of screen recordings: rebuilt screens, demo data only, every on-screen word checked, and the client approving.
7 min read
AI for marketing
AI SEO Audits: What They Catch and What Still Needs a Person
What an AI SEO audit checks well, from speed to schema and broken links, what still needs a person, and why an audit should never rewrite copy or delete pages.
7 min read
AI for marketing
Using Reddit, G2 and Review Sites to Write Comparison Content
How to research what users of each competitor praise and complain about on Reddit, G2 and review sites, and use it fairly in comparison articles.
7 min read
AI ROI
An AI ROI Calculator: What to Count and What to Leave Out
Build an AI ROI calculator that holds up: the costs to include, the benefits to leave out, and a worked example with payback.
8 min read
AI ROI
How to Measure AI Adoption Across a Team
How to measure AI adoption across a team: the metrics that show AI built into real work, where the data comes from, and what to do with it.
8 min read
AI ROI
Tying AI Work to Pipeline: Cost per Lead, Booked Calls and Deals
How to measure AI marketing ROI in pipeline: tag AI-assisted work in the CRM, then follow cost per lead, booked calls and deals.
8 min read
AI ROI
Time to First Draft: The Workflow Metric That Shows AI Is Working
Time to first draft measures how fast a workflow turns a request into a usable draft. How to record it, and why it needs a partner metric.
7 min read
AI ROI
Growing Without Adding Headcount: Where AI Replaces a Hire and Where It Doesn't
Can AI replace a hire? Rarely a whole role. How to see which tasks move to AI, which stay with people, and when the next hire can wait.
8 min read
AI ROI
How Much Do AI Consultants Charge? Rates and Project Ranges
How much AI consultants charge: day rates, fixed-scope projects and retainers, what drives the price, and how to compare quotes fairly.
8 min read
AI ROI
The Hidden Costs of AI: Licences, Setup, Upkeep and Decay
The hidden costs of AI arrive after launch: licence creep, setup that overruns, upkeep nobody owns and quality that decays. How to budget for each.
8 min read
AI ROI
How to Build an AI Business Case Your Board Will Approve
How to build an AI business case a board will approve: a clear problem, costed options, a baselined return, named risks and a staged ask.
8 min read
AI ROI
AI ROI by Function: Sales, Marketing, Operations and Finance
AI ROI by department: the workflows, measures and evidence for sales, marketing, operations and finance, and how to compare them fairly.
8 min read
AI ROI
AI Board Reporting: How to Report AI Results to Investors and the Board
How to report AI to a board or investors: spend, outcomes against a baseline, risk and the next decision, on one page a quarter.
8 min read
Adoption and leadership
AI Adoption Strategy: A Playbook for Leadership Teams
An AI adoption playbook for leadership teams: the decisions to make first, telling the team, champions, training, workshops and keeping momentum.
9 min read
Adoption and leadership
AI Champions Program: How to Choose Them and Give Them the Time
How to run an AI champions program: what champions do, who to choose, how much time to protect, and how they work with leaders.
8 min read
Adoption and leadership
AI Training for Staff: What Actually Works
What makes AI training for staff work: the team's own tasks, short hands-on sessions, teaching where AI fails, and follow-up that sticks.
8 min read
Adoption and leadership
AI Workshop for Teams: How to Run One on Your Team's Real Work
How to run an AI workshop on your team's real work: what to prepare, who to invite, a session agenda, handling sceptics and the follow-up.
8 min read
Adoption and leadership
AI Leadership: The Four AI Decisions Only Leaders Can Make
Four AI decisions leaders cannot delegate: where AI fits first, what it may touch, who owns it and how you will know it worked.
8 min read
Adoption and leadership
AI and Job Security: How to Talk to Your Team About AI and Their Jobs
How to talk to employees about AI and job security: when to raise it, what to say, what to avoid, and how to involve staff in the change.
8 min read
Adoption and leadership
AI Change Management for Growing Businesses
AI change management for growing businesses: how AI change differs, applying ADKAR, a simple change plan, handling resistance and making it stick.
8 min read
Adoption and leadership
AI for Founders: Making Your Own AI Work From Your Voice and Decisions
How founders make AI work from their own voice, decisions and best answers, built from their posts and recordings, with the founder approving everything.
8 min read
Adoption and leadership
After the Kickoff: Keeping AI Momentum With a Monthly Clinic
Why AI adoption stalls after training, and how a monthly clinic on real work keeps it going: the format, the agenda, what to record and how to measure it.
8 min read
Adoption and leadership
How Australian SMEs Are Adopting AI, and Where They Are Stuck
What the National AI Centre and ABS figures show about AI adoption in Australian SMEs: who uses it, for what, and the three barriers holding the rest back.
8 min read
Adoption and leadership
An AI Maturity Model for Growing Businesses
A five-stage AI maturity model for businesses of 10 to 200 people: how to tell which stage you are at, what each stage needs, and how to move up one at a time.
9 min read
Governance and security
AI Governance for Growing Businesses, Without the Bureaucracy
A lightweight AI governance framework for businesses of 10 to 200 people: six parts, how they map to Australian guidance, and how to keep it from growing.
9 min read
Governance and security
Approval Gates: Nothing Goes Out Under Your Name Without a Person
How an AI approval workflow should work: why the pause matters more than the second person, what counts as approval, and how to record it.
8 min read
Governance and security
AI and Privacy in Australia: What Businesses Need to Know
How the Privacy Act applies to AI use in Australian businesses: the small business exemption, OAIC guidance, AI-generated data and the December 2026 change.
9 min read
Governance and security
Testing AI on Your Live Website Without Polluting Your Analytics
How to run AI and scripted browser tests on a live site without fake visits in GA4, ad pixels or the CRM, and why the internal traffic filter is not enough.
8 min read
Governance and security
AI Audit Trails: Recording Who Approved What, and When
What an AI audit trail should record in a growing business: approvals, versions, system changes and revert steps, where to keep it, and what AI may write.
8 min read
Governance and security
An AI Vendor Due Diligence Checklist
An AI vendor due diligence checklist for growing businesses: data use, training, security, access, proof of testing and exit, based on Australian guidance.
9 min read
Governance and security
The National AI Centre's Guidance for AI Adoption, Read for a 50-Person Business
Australia's Guidance for AI Adoption, read for a 50-person business: which version to use, the six essential practices, and what to do first.
8 min read
AI strategy
An AI Roadmap Template: The First 90 Days and the Next 12 Months
A fill-in AI roadmap template for a growing business: the opportunity shortlist, a 90-day plan with decision points, and a 12-month view by quarter.
8 min read
AI strategy
Build, Buy or Switch On: Deciding Where Your AI Comes From
Build vs buy AI has a third option most businesses skip: switching on what they already pay for. How to choose between all three, one workflow at a time.
8 min read
AI strategy
AI Consultancy vs AI Agency vs an In-House Hire
AI consultant vs in-house hire vs agency: what each gives a growing business, when each fits, where each falls short, and what stays inside either way.
8 min read
AI strategy
What Is a Fractional AI Officer, and Do You Need One?
A fractional AI officer is a part-time senior AI leader. What one does, the signs you need one, when it is the wrong choice, and what must stay with you.
7 min read
AI strategy
When the Right Answer Is to Wait: AI Work Not Worth Doing Yet
When not to use AI: the signs a job is not ready (rare work, missing data, high stakes, no owner) and how to wait well, with a review date.
7 min read
Company OS
Signed and Dated: Why New Technology Gets Bolted Onto the Old Way of Working
The commonest digital transformation mistake: bolting new technology onto the old process. Why it happens, what electricity taught, and how AI repeats it.
8 min read
Company OS
Who Owns Your Company's AI? Why the System Should Live in Your Accounts
AI vendor lock-in happens in five places: accounts, knowledge, methods, connections and model. How to keep each in your name, and a test to check.
8 min read
Company OS
How Long Does It Take to Build a Company OS? What Decides the Timeline
What decides an AI implementation timeline: the state of your knowledge, how many systems, who approves, and starting with one workflow.
7 min read
Company OS
How Roles, Approvals and Ownership Change When AI Does the Groundwork
When AI drafts and prepares the work, people move from doing to judging. How roles, approvals and ownership change, and who signs off what.
8 min read
Company brain
The Danger Isn't Bad AI Output. It's Plausible Output
Obviously bad AI output gets caught. Plausible output that is wrong gets approved. Why reviewers miss it, and how to make AI work checkable.
8 min read
Company brain
How to Build a Customer Voice Quote Bank, and the Ten Places It Gets Reused
A customer quote bank keeps buyers' exact words, sourced and themed. How to build one, what each entry holds, and ten places those words get reused.
8 min read
Company brain
Keeping a Knowledge Base Current Without a Full-Time Owner
Knowledge bases go stale when upkeep depends on someone remembering. How sweeps, owners per set and a conflict queue keep one current in minutes a week.
7 min read
Problems with AI
Ten People, Ten Versions of Your Business: The AI Silo Problem
When each person's AI holds its own picture of the business, ten staff get ten versions of it. How AI silos form, what they cost and how to fix them.
7 min read
Problems with AI
Brittle Workflows: Why AI Automations Break, and How to Build Ones That Don't
AI automations break when inputs, tools, models or owners change, and AI steps fail quietly. The common breaking points and how to build sturdier ones.
8 min read
Problems with AI
Is AI Making Your Team Worse at Their Jobs? Deskilling, and How to Avoid It
AI deskilling is losing skills you stop practising once AI does the work. What the research shows, which skills are at risk and how to keep them.
8 min read
Problems with AI
AI Fatigue: When the Team's Enthusiasm Stalls After Month One
AI fatigue is the slump after early excitement, when use drops and AI feels like extra work. Why it happens, the signs, and how to restart momentum.
7 min read
AI agents
Multi-Agent Systems Explained for People Who Don't Write Code
A multi-agent system splits work between several AI agents with separate roles. How they work, when they help, why they fail, and if a business needs one.
8 min read
AI agents
Agent Memory: How Agents Learn, and Where That Learning Should Live
How AI agent memory works, how agents learn from corrections, and why business facts and methods belong in shared files, not one agent's notes.
8 min read
AI agents
Who Should Own AI Agents Inside a Company?
Who should own AI agents: an accountable leader, a business owner for each agent and a system owner for its access, recorded in one register.
8 min read
Skills
How to Test a Skill Before Your Team Relies on It
How to test an AI skill: a baseline, a small test set, trigger checks, side-by-side review by your best person, and a retest on every change.
8 min read
Skills
Running a Skill Library: Owners, Versions and Retirement
How to govern a skill library: a named owner per skill, versions and a changelog, approval before release, quarterly review and retirement.
8 min read
Skills
One File, Every AI: Keeping a Whole Team on the Same Method
Shared AI prompts drift as people copy them. Keep one method file every assistant reads, in open formats like SKILL.md and AGENTS.md.
8 min read
Claude for business
Claude Memory vs Company Memory: What Each Keeps, and for Whom
Claude remembers in several places: chat memory, projects, CLAUDE.md files and auto memory. What each keeps, who sees it, what belongs elsewhere.
8 min read
Claude for business
Why We Run Our Agency on Claude Code
Why Hundie runs its agency on Claude Code: work kept as files the business owns, method in shared skills, controls held in code, and the trade-offs.
8 min read
Connecting your stack
Access Is Not Permission: Why an API Key Is Not Your Safety Layer
An API key grants access, not permission. Many APIs have no read-only scope, so lock AI with access levels, allow lists in code and named approvers.
8 min read
Connecting your stack
One Connection or One per Tool? Choosing How AI Reaches Your Systems
MCP architecture compared: one server per tool gives narrower permissions and per-tool locks; one gateway is simpler to connect. How to choose.
8 min read
Industries
AI for Professional Services Firms: Where It Pays First
Where AI pays first in a professional services firm, what stays with qualified people, the rules on confidentiality, and why shared know-how matters.
8 min read
Industries
AI for Insurance and Claims Businesses
Where AI pays first in insurance claims, which decisions stay with people, what ASIC and APRA expect, and why claims teams need one source of truth.
8 min read
Industries
AI for B2B SaaS Go-to-Market Teams
Where AI pays first for a B2B SaaS go-to-market team: current product claims, customer language, account research, content and outbound people approve.
8 min read
Industries
AI for Property and Construction Services Businesses
Where AI pays first for construction and property services firms: tenders, site reports, payment claims and documents, with people keeping every decision.
8 min read
Industries
AI for Compliance and Reporting Businesses
Where AI pays first in compliance and reporting work, why every statement must cite a source, what stays with people, and the rules to watch.
8 min read
Industries
AI for Financial Services Firms
Where AI pays first in a financial services firm, what stays with licensed people, what ASIC's advertising guidance now says about AI, and how to start.
8 min read
Industries
AI for Venture Capital: Supporting Every Portfolio Company at Once
How a venture fund can use AI to support every portfolio company at once: method shared across the fund, each company's data kept separate and its own.
8 min read
Industries
AI-Assisted Due Diligence: Reading a Company's Growth From the Public Web
What AI can read about a company's growth from public sources, what those signals cannot show, and why a person must draw the conclusions.
8 min read
Industries
AI for Marketing Agencies: What Changes When the Agency Runs on an OS
What changes when a marketing agency runs on a Company OS: method shared across clients, each client's knowledge kept apart, and clients approving the work.
8 min read
Adoption and leadership
AI-Native Is a Business Model, Not a Capability
Becoming AI-native changes how a business works: the data its agents read, the connections they use, what they cost to run and who owns each outcome.
9 min read
AI strategy
Every business can buy the same AI.
The model is the part you rent. What it knows about your business is the part you own, and the only part a competitor cannot buy.
7 min read
Company OS
What Is a Company OS? The Shared System Underneath Everyone's AI
A Company OS is the shared layer underneath your team's AI: what is true about the business, how each job is done, and the agents that run on it.
9 min read
Problems with AI
Why Do AI Projects Fail? What the Ones That Work Do Differently
Why AI projects fail: the root causes RAND, Gartner and MIT found, why generative AI fails differently, and what the projects that deliver have in common.
9 min read
Company brain
What Is a Company Brain? One Source of Truth for Every Person and Every AI
A company brain is the small set of canonical files every person and AI in a business reads from. What it holds, how it learns, and how it stays right.
8 min read
Company brain
Why Is AI Writing So Generic? (It's a Context Problem, Not a Prompt Problem)
AI writing sounds generic because the AI knows nothing about your business. Why better prompts don't fix it for a team, and what does.
7 min read
Company OS
AI Operating System for Business: What Changes With One, and Without
An AI operating system for business is the shared layer under your team's AI. Here is what a working week looks like without one, and with one.
8 min read
Problems with AI
ChatGPT for Employees: Why "Just Give Everyone ChatGPT" Doesn't Work
Rolling out ChatGPT to every employee is the right start and the wrong stopping point. Five ways a seats-only rollout breaks, and what to add.
8 min read
AI ROI
How to Measure AI ROI: A Practical Framework for Growing Businesses
How to measure AI ROI in a growing business: what to count as cost, what counts as return, how to set a baseline, and when to expect results.
9 min read
Problems with AI
MIT's GenAI Divide Study: What the 95% Figure Actually Means
What MIT NANDA's GenAI Divide study found about AI returns, how it was done, why critics doubt the 95% figure, and the findings that do hold up.
8 min read
AI ROI
AI Productivity Metrics: Why Time Saved Is Not ROI
Time saved is the most common AI productivity metric and the least reliable. Why self-reported savings mislead, and the metrics that show real value.
7 min read
AI agents
What Are AI Agents? A Plain-English Guide for Business Leaders
What AI agents are, how they differ from chatbots, what they can do in a business today, what they need to work, and how to start safely.
9 min read
AI agents
Human in the Loop AI: Why Every Agent Needs an Approval Gate
Human in the loop AI explained for business: where the person should sit, what they should check, and why an approval gate speeds AI adoption up.
7 min read
Company OS
How to Implement AI in a Business: Four Steps, and Only Two Ever Finish
How to implement AI in a business in four steps: set the structure, point your sources at it, keep it current, then let people and agents draw on it.
8 min read
Problems with AI
What Is Shadow AI? The Risks, and How to Bring It Inside
Shadow AI is staff using AI tools the business has not approved. How common it is, the risks, what Australian privacy guidance says, and how to fix it.
8 min read
Company brain
Employee Offboarding and AI: What Happens to the Knowledge in Their AI Accounts?
When an employee leaves, the knowledge in their AI accounts leaves too. What an AI offboarding checklist should cover, and how to stop the loss at the source.
7 min read
Company brain
What Is Institutional Knowledge, and How Do You Stop It Walking Out the Door?
Institutional knowledge is what a business knows but has not written down. Why it gets lost, what it costs, why documents fail, and how AI changes the fix.
8 min read
AI strategy
How to Build an AI Strategy for a Small or Mid-Sized Business
An AI strategy for a small business comes down to three decisions: where AI pays, what it may touch, and who owns it. How to make each, plus a 90-day plan.
9 min read
AI ROI
How Much Does AI Implementation Cost for a Small Business?
What AI implementation really costs a small business: per-seat software, setup, ongoing upkeep and the hidden costs, with what drives each line.
8 min read
AI strategy
AI Readiness Assessment: What It Covers and What It Should Cost
What an AI readiness assessment covers, whether a small business needs one, what it costs, and what you should have in hand at the end.
7 min read
Company OS
Isn't a Company OS Just a Wiki? How It Differs From Notion, Confluence and SharePoint
Notion, Confluence and SharePoint store documents people read. A Company OS is read by AI on every output. The difference, and when a wiki is enough.
7 min read
Company brain
Context Engineering Explained: Why AI Is Only as Good as What It's Given
Context engineering is deciding what information an AI has when it works. How it differs from prompt engineering, and how a business does it well.
8 min read
Company brain
Meeting Transcripts and AI: Your Most Underused Business Asset
Sales calls and meetings hold your customers' own words and your team's best answers. How to turn transcripts into knowledge AI can use, with consent.
7 min read
Skills
What Are Claude Skills? A Guide for Business Teams
Claude Skills are folders of instructions Claude loads when a task needs them. What they are, how they work, and how to turn your best methods into skills.
8 min read
Skills
Claude Skills vs Projects vs Custom GPTs vs Prompts: Which to Use When
Skills hold how work is done, Projects hold what you know, prompts are one-off and custom GPTs bundle both. When to use each, and which suits a team.
7 min read
Skills
How to Write a Claude Skill: Turning Your Best Person's Method Into a File
How to create a Claude skill for your business: choosing the job, capturing the method, writing the SKILL.md file, testing it, and keeping it current.
8 min read
GTM engineering
What Is GTM Engineering? A Plain Guide for Growing B2B Teams
GTM engineering builds the systems behind sales and marketing: data, signals, workflows and the rules for what a machine may send. What it is and who needs it.
8 min read
GTM engineering
What Does a GTM Engineer Do? The Role, the Skills and What It Costs
What a GTM engineer does day to day, the skills employers ask for, what the role costs, and what it needs from the business to succeed.
7 min read
GTM engineering
Should You Hire a GTM Engineer, or Build the System One Would Build?
Hiring a GTM engineer brings skills, not your company's knowledge. Three options compared: hire, outsource outputs, or build a system you own.
7 min read
Adoption and leadership
AI Policy Template: How to Write One Your Team Will Read in Five Minutes
A one-page AI policy template for Australian businesses: approved tools, data rules, approval, accounts, ownership and review, aligned to official guidance.
8 min read
Problems with AI
AI Tool Sprawl: Six Subscriptions and Nobody Can Say What They Return
AI tool sprawl is paying for many AI subscriptions nobody can tie to results. Why it happens, what it costs, and how to audit and consolidate.
7 min read
AI ROI
Where to Start With AI: The Weekly Workflow Test
Where to start with AI in a business: the weekly workflow test, the jobs that usually pay first, the ones to avoid, and how to prove the first one worked.
7 min read
AI for marketing
AI Search Is a Lead Source With No Auction for the Answer
Buyers now ask ChatGPT and other assistants which suppliers to shortlist. Why the answer itself has no auction, and what earns a recommendation.
7 min read
AI for marketing
Generative Engine Optimisation (GEO) Explained: What Works and What Doesn't
Generative engine optimisation makes your business easy for AI assistants to cite. What the research says works, how it differs from SEO, and its limits.
8 min read
AI for marketing
How to Get Your Company Recommended by ChatGPT: Seven Practical Steps
How ChatGPT decides which companies to recommend, why you cannot pay for it, and seven practical steps that make a B2B company easy to recommend.
8 min read
Company OS
AI Agency vs In-House: Should You Buy the Outputs or Own the Machine?
Buying AI outputs from an agency is fast; owning the system keeps your knowledge in-house. When each is right, the hidden cost of outputs, and the middle way.
8 min read
Company OS
What We Learned Running Our Own Agency on a Company OS
Lessons from running an agency on its own Company OS: what to build first, where people still decide, what changed along the way, and what it means for clients.
8 min read
AI strategy
How to Choose an AI Consultant: Ten Questions to Ask First
How to choose an AI consultant for a growing business: ten questions to ask, the red flags to watch for, what the work should leave behind, and how to pay.
8 min read
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