Notes from the wall
Senior perspectives on strategy, pricing, go-to-market and growth - written to be useful, not to fill a content calendar.
The ROI of GEO: what one cited answer is worth to a B2B brand
Traffic is the wrong unit of account for AI visibility. Fund GEO on cost per cited answer against contribution per deal - and know the case where the honest answer is "not yet".
PricingThe discount nobody costed: where margin actually goes
The same transaction carries three margins: 45% on list, 31% on invoice, 16.5% in pocket. Discounts get granted on the first and paid out of the third.
GEOGenerative engine optimization for B2B: build the prompt set, not more content
AI visibility in B2B is not won by publishing more - it is won by naming the buying prompts that decide your category, then measuring how often the model names you.
PricingPrice-pack architecture: passing inflation without breaking the brand
When costs rise, the reflex is a single blanket hike - the bluntest tool there is. How a deliberate price-pack ladder passes cost through where willingness-to-pay can absorb it, and protects the profit pool.
StrategyBrand Wargame: plan the move before your competitor makes it
Most plans assume the competition stands still. Play their response - and your counter - before you commit the budget.
GEOGEO: how brands get cited by ChatGPT and Perplexity
Search is moving from ten blue links to a single AI answer. How to be the brand the model names - not the one it skips.
PricingPrice wars: when not to cut price
A price cut is the fastest way to teach a market your brand is worth less. When to hold the line, and how to defend margin without a race to the bottom.
GrowthYour brand grows through penetration, not loyalty
Growth comes from reaching more buyers, not deepening loyalty - what double jeopardy and light buyers mean for how you actually grow.
StrategyFrom strategy to execution: why good strategies die on delivery
Most strategies that fail were never wrong on paper - they died between the boardroom and the shelf. The five failure points, and what keeps one alive.