Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
Perplexity Computer: A GTM framework for tech leaders
AI is moving from assistant to execution engine. The question for leaders is strategy, not which tool to use.
Read AI Search, GTMYour revenue isn’t broken, your go-to-market is (AI just made it more obvious)
Flat revenue rarely comes from a missing tool. It usually points to the go-to-market underneath.
Read AI Search, GTMWhy modern B2B go-to-market strategy must prioritise brand reputation
AI search is changing how buyers research. Reputation now shapes the shortlist before anyone visits your website.
Read AI Search, StrategyThe Hidden Cost of Misaligned Growth: Why Tech Leaders Must Act Now
Many tech companies think their biggest challenge is lead generation. In reality, the quiet killer is misalignment between leadership vision, product priorities, and frontline execution. Left…
Read AI Search, GTM, StrategyThe AI Reckoning: Why 80% of Your AI Projects Are About to Fail (And How the 20% Will Win)
80% fail. 20% transform their business. The difference isn't technology—it's governance, strategy, and execution discipline. Which group are you in? Let me guess: You've spent the…
Read AI SearchWhy Tech Leaders Must Embrace Answer Engine Optimization (AEO) Now
How AI search is destroying traditional traffic sources and what tech leaders must do about it. The internet you built your business on is disappearing. Not…
Read AI Search, B2B Marketing, GTM, StrategyREPORT
The AI Transformation of B2B Go-to-Market Strategy A 2025 Executive Report on the Fundamental Restructuring of Commercial Operations Report EditorReggie JamesLinkedIn Profile Publication DateOctober 2025 Report…
Read AI Search, B2B Marketing, GTMThe AI-First GTM Strategy: How C-Suite Leaders Must Reimagine Search for 2025
How CEOs, CROs, and CMOs can build algorithmic trust and capture revenue in the age of AI-powered search The search landscape has fundamentally shifted, and traditional…
Read AI Search, GTM, StrategyA Complete Guide to Google AI Mode
A Complete Guide to Google AI Mode: What It Is, How It Works, and Why It Matters This post is to educate users and digital marketers…
Read AI Search, GTM, StrategyThe AI SEO Guide: How to Get Your Content Cited in Perplexity, Gemini, and ChatGPT
As the internet shifts toward AI-powered answers, being cited as a source is the new SEO gold. Perplexity, Gemini, and other generative AI tools are designed…
Read AI Search, GTMHow to Build Agentic AI Agents: A Complete Guide for Business Leaders (2025)
Learn to build autonomous AI agents that think and act independently. Step-by-step guide covering strategy, development, deployment, and ROI for business success in 2025. The business…
Read AI Search, B2B MarketingHow to dominate AI-Powered Search in 2025
The new rules of digital discovery are now in effect. How do you start? What do you do? Let's dive in. Picture this: A potential customer…
ReadA tool to use this week
Why interested buyers don’t buy.
Five questions to examine one stalled opportunity before you change the pitch. A first pass takes about 15 minutes.
Use the emails, proposal or notes you already have. Write what the buyer actually said. Where you are guessing, write unknown.
01Why change?
What problem did the buyer say they needed to solve? What happens if they leave it unresolved? Use their words or evidence; otherwise write unknown.
02Why now?
What makes this a priority alongside everything else they could spend time or money on? A deadline needs a source.
03Why this offer?
What are they comparing you with, including doing nothing? What matters to them that your offer can credibly deliver? Could this answer apply to almost any buyer? If so, make it specific to this opportunity.
04Why believe it?
Which claim needs proof? What evidence have they seen, and what did they say about it? A case study is useful when it addresses their concern.
05How does buying happen?
Who else is involved? What must they approve, and what would adopting the offer require? Include budget, procurement, implementation and switching effort where relevant.
Seeing the same issue across several deals?
Bring the opportunities to a conversation. We’ll look at what they have in common and what to fix first.
A 25-minute conversation. No preparation required.