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Strategy, technology, creativity: our thinking and lessons learned, tagged by expertise.
What the RAND Corporation study reveals about the causes of AI project failure, and how to assess your data governance before automating.
What randomized studies (MIT, NBER, METR) reveal about where generative AI creates real enterprise value, and where it remains a gadget.
How to build a reliable B2B account score: a 4-pillar method, a step-by-step worked example, and calibration pitfalls to avoid.
Why an automation workflow designed for B2C fails in B2B, and how to adapt cadence, scoring and triggers to a collective decision cycle.
What a study published in PNAS Nexus reveals about homogenization by generative AI, and how to build a content pipeline that preserves a distinct brand voice.
How to turn an offer perceived as a commodity into a defensible positioning, with a concrete 3-step method and a real case.
