Thinking out loud about AI, marketing, and the work of building things.
Most companies don't have an AI problem. They have a knowledge problem. The information exists. It's just trapped in 47 different places where nobody can find it when they need it.
The AI consulting industry has a delivery problem. Two-day workshops that produce a slide deck and a list of 'opportunities' nobody acts on. Here's what should replace them.
In 2025, Belt Creative was acquired by Veza Digital. The process took six months, and almost nothing went the way I expected. Here's what I'd tell someone going through it.
Most marketing teams are organized around tactics: the SEO person, the paid person, the content person. The result is a collection of channels that don't talk to each other.
The hype around AI agents has outpaced the reality. Most of what's marketed as an 'AI agent' is a chatbot with a better prompt. But there are real use cases worth understanding.
Single-brand agencies don't compound. They grow linearly with headcount. A portfolio architecture changes the math by creating shared leverage across brands.
Most leadership advice is pattern matching from someone else's context. First-principles thinking means starting from the fundamental truths of your specific situation.
Building in public has become performance art. Real transparency isn't a content strategy. It's a decision to share the actual messy process, not a curated version of it.
Search is forking. Traditional SEO still matters, but a new discipline is emerging: AEO, or Answer Engine Optimization. Here's how the two relate and why you need both.