Latest signal · AI & finance
Proof changes when the buyer is a bank.
What enterprise AI buyers need to believe before a compelling demo becomes a credible purchase.
Archive 015 · 6 min read
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Insights · notes from the work
Ideas in orbit.
Short pieces on the things that decide whether a product gets bought: how it gets explained, and what a sceptical buyer is really asking when they push back. Written to be used.
Archive · 015 live notesSignal clean
The field index
Signals worth keeping.
Published · 01 Aug 2026
Proof changes when the buyer is a bank.
What enterprise AI buyers need to believe before a compelling demo becomes a credible purchase.
Archive 015Read →
Published · 25 Jul 2026
Everyone shipped the same features. Now what.
When every vendor in a category has the same AI capabilities on the same roadmap, capability stops being a differentiator. Four things that still are.
Archive 014Read →
Published · 18 Jul 2026
Your buyers hired a machine to make the shortlist.
What changes when the first thing that reads your positioning is a language model, and the purchase is too big to decide on one answer.
Archive 013Read →
Published · 11 Jul 2026
The 95% failure number is being read backwards.
The most quoted statistic in enterprise AI is used to argue that buying AI is risky. The report it comes from argues something closer to the opposite.
Archive 012Read →
Published · 08 Jul 2026
Explainability is not optional anymore in financial AI.
Why the old accuracy-versus-transparency trade-off is disappearing, and what changes when explainability is built in from the start instead of bolted on after.
Archive 011Read →
Published · 04 Jul 2026
Proof is a deliverable, not a slide.
The evidence pack that turns a good demo into a purchase, and why the people who read it never watch the demo.
Archive 010Read →
Published · 27 Jun 2026
Pricing an AI product when the unit of value moved.
Seats measured how many people could log in. Nothing about that number describes what an agent does. What replaces it, and what breaks when you switch.
Archive 009Read →
Published · 20 Jun 2026
The claim you cannot substantiate is now a legal problem.
Regulators have brought thirteen AI-washing cases since 2024, and most of the recent ones involve claims made to other businesses. Marketing copy is now evidence.
Archive 008Read →
Published · 13 Jun 2026
Adoption is the second sale.
The contract is signed and nobody is using it. Customer success gets handed the blame, but the conditions were set during the sale.
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Published · 06 Jun 2026
Clarity is a sales tool.
Why simple language is not "dumbing it down" when the product is technical, regulated or new.
Archive 006Read →
Published · 30 May 2026
Your launch content has a machine reader now.
The master deck was designed for a person in a room. Most of your material is now parsed, summarised and reassembled before a human sees it.
Archive 005Read →
Published · 23 May 2026
Your buyer is writing your business case without you.
Half of B2B buyers now draft the internal justification before they contact a vendor. Whoever supplies the numbers they use has already won an argument.
Archive 004Read →
Published · 16 May 2026
You are selling to twenty-two people.
Thirteen internal stakeholders and nine external influencers on a typical decision. Almost all of them read about you rather than meeting you.
Archive 003Read →
Published · 09 May 2026
A launch date is not a launch plan.
The decisions, proof and team actions that need to exist before the campaign goes live.
Archive 002Read →
Published · 02 May 2026
The feature is not the position.
A practical note on moving from what the product contains to the place it should own in a buyer's mind.
Archive 001Read →
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