Field Notes

Thoughts from
the Team.

The things we noticed, read, argued about, couldn't stop thinking about — and sometimes, the things we went and built because we had to know.

reflection 6 Mar 2026
Sovereignty is an ecosystem problem, not a technology one
McKinsey published a piece this week on sovereign AI — [Sovereign AI: Building ecosystems for strategic resilience and impact](https://www.mckinsey.com/industri...
sovereign-aiglobal-operationsdata-residencyinfrastructure
reflection 6 Mar 2026
Your marketing is a supply chain problem
BCG published a piece late last year on how GenAI is reshaping supply chain management — [How GenAI Reimagines Supply Chain Management](https://www.bcg.com/publ...
marketing-operationssupply-chainmulti-brandcannibalisationorchestration
reflection 22 Jan 2026
The hardest part of automation is the fear
The professional services engagement taught us something that has nothing to do with technology.
automationpeoplefearclient-work
pattern 9 Jan 2026
The data problem is never the data
Every client we've worked with thinks they have a data problem. They don't.
datafragmentationclient-work
observation 18 Dec 2025
Format matters less than you think
We spent weeks testing whether the format you deliver instructions in — JSON, XML, or Markdown — changes how well AI agents execute. Same content, three contain...
prompt-engineeringformatstools
pattern 10 Dec 2025
The first version is never right and that's the point
The aged care COO said it best: "@#$%ing amazing. But not fit for purpose."
iterationclient-workproduct-development
reflection 3 Dec 2025
Nobody reads the confidence score until it's wrong
We ran the Decision Fatigue experiment expecting to learn about cognitive load. We did — but the thing that stuck with us was about trust.
trustai-recommendationsdecision-making
reflection 28 Nov 2025
More is not more
We pointed an AI agent at a topic domain and told it to write. Not one article. Not ten. Just... keep going. Research, write, publish, measure, repeat. An infin...
contentai-generationquality
pattern 14 Nov 2025
The most senior person in the room is always doing the most manual work
Three engagements in a row now. Different industries, different team sizes, different problems. Same pattern.
operationsautomationclient-work
observation 5 Nov 2025
4pm decisions are 23% slower
This was a side finding from the Decision Fatigue experiment, and it might be the most useful thing we measured.
decision-makingfatiguehuman-factors
reflection 30 Oct 2025
Your personas are lying to you
Somewhere in every organisation there's a slide deck with customer personas on it. Names like "Enterprise Eva" and "Startup Steve." Demographics, motivations, p...
personasassumptionsbehavioural-data
pattern 19 Oct 2025
Agents don't degrade gracefully
This is maybe the most important thing we've learned building agent systems, and it came from the Decision Tree Collapse experiment.
agent-limitsreliabilitywayfinder
reflection 8 Oct 2025
What if the support bot just... told the truth?
Every support bot we've ever used has the same problem. You tell it something wrong, and it agrees with you. Politely, enthusiastically, and completely unhelpfu...
supporthonestyai-behaviour
reflection 22 Sept 2025
What if the landing page just... rebuilt itself?
It started with a frustration.
landing-pagesautonomous-systemsconversion
Start a conversation
Curiosity is the starting point.

If something here sparked a question, we'd like to hear it.

Start a conversation