What we publish is what we believe.
Essays from our principals on strategy, method, and craft. Written for leadership teams doing the work — not for the industry press, and not for search engines.
- STRATEGY · 5 min
March 24, 2026
Most AI problems are clarity problems.
A pattern we keep running into: a leadership team arrives with what they believe is an AI problem. On inspection, the work they actually need done is the thing they were hoping AI would do for them.
Read the essay01 - METHOD · 5 min
March 12, 2026
Automation inherits the structure of what came before it.
An engagement begins with a request to "make this faster with AI." Two weeks in, we discover there is no process to accelerate — only habits held together by the people who happen to know them.
Read the essay02 - CRAFT · 5 min
March 5, 2026
The gap is thinking, not tooling.
The teams we watch pull away from their peers in applied AI are not the ones with unusual tools. They are the ones asking unusual questions.
Read the essay03 - STRATEGY · 4 min
February 26, 2026
The feed versus the floor.
Every week brings a new tool the feed says changes everything. On the floor, where actual work happens, most firms are not yet using the tools they already have.
Read the essay04 - SYSTEMS · 6 min
February 18, 2026
From tools to systems.
What changes when an AI stops being something you pick up and put down, and starts being something with sustained context, real data, and a fixed place in the workflow.
Read the essay05