Writing
Notes from the substrate
Essays on leading marketing, product, and revenue teams that run AI agents — the substrate, the decisions, and where the real value lives.
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Four roles of management in the AI era. Only one of them compounds.
As day-to-day work moves from execution to orchestration, the manager’s job is splitting into four archetypes. Three plateau. One compounds — and it’s the one nobody is hiring for yet.
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Claude Cowork is not a better chat. Here’s how a marketing team actually uses it.
Four marketing jobs where the autonomous-handoff pattern earns its place. Two where chat is still the right tool. And the upstream variable that decides which side of the line your runs land on.
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Your roadmap review feels like the same meeting every quarter. Here’s why.
Product organizations run on two streams of context — alignment flowing top-down and feedback flowing bottom-up. Both keep breaking, in opposite ways, and they share the same substrate problem.
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Lead with agentic. Don’t push your team to it.
Two paths CMOs are taking to lead agentic AI adoption don’t work — one produces compliance theater, the other a leader self-portrait. The third path: agent-native leadership.
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AI agents in marketing: where the value actually comes from
Most marketing leaders are measuring the wrong things. A short guide to the three places agentic AI value actually lives — and the one thing they all depend on.