Digital Skills

For fifteen years, the design process kept growing while the time left for making the product kept shrinking. Continue reading on UX Collective »

Two readers, one page. The agent never sees the surface you designed; it reads the structure underneath. AI assisted. The semantic structure screen readers have used for decades now also decide whether ChatGPT, Claude, Gemini, Grok, and Perplexity can read your page at all. In 2016 I had a series of calls with the federal government’s … Weiterlesen

When a traffic line bends, newsrooms reach for the oldest kit in digital design. The readers it costs are the ones they most need. Continue reading on UX Collective »

The painting that introduced me to the power and purpose of art Continue reading on UX Collective »

Content strategists already know how to build for search. They understand how to map topics, connect related pages, and create enough depth to establish authority. But answer engine optimization (AEO) begs the question: When buyers ask ChatGPT, Gemini, or Perplexity about your category, which pages, if any, actually get cited? AEO doesn’t make your existing … Weiterlesen

Growth marketing is all about finding the next channel opportunity before the current one gets crowded and expensive. Paid search got crowded. Content took time. Email got filtered. The teams that found a new lever early on took advantage of lower competition, cost, and disproportionate returns before the channel normalized. Right now, AI-driven discovery is … Weiterlesen

Marketing leadership decisions used to be about where to allocate resources between known channels like paid, content, events, and email. Each of these channels has established performance benchmarks and predictable customer acquisition cost (CAC) ranges. But now, that framework is getting harder to trust as more buyer discovery moves to answer engines. The most valuable … Weiterlesen

Product marketing’s core job is positioning: Deciding how a product should be described, what category it competes in, and which differentiators matter most to buyers. The results are deployed through sales, content, and campaigns. But now there’s a channel that interprets and rebroadcasts your positioning at scale without asking permission: answer engines. When a buyer … Weiterlesen

Demand generation has been built around the assumption that buyers will come to a brand when they are ready to learn about its category, whether through search, ads, content, or other channels. The funnel starts when a prospect arrives somewhere the business can see, measure, and influence it. But AI is changing what happens before … Weiterlesen

Buyer behavior has changed since the advent of artificial intelligence. Now, before ever filling out a form or clicking an ad, prospects are likely asking AI for recommendations, comparing vendors, and gathering answers. Those interactions shape which companies make the shortlist, but they often happen outside the systems marketing operations teams use to measure performance. … Weiterlesen