Notes on market entry, AI search and the creator economy.
Most market entry plans fail long before media spend — they fail in the assumptions.
Perplexity doesn't rank pages — it cites sources. Here's how brands get named, linked and described accurately in its answers.
Reach fades in a week. A community keeps talking about you when you stop paying.
Creators are no longer a media channel. They are the shortest path into a culture you do not yet belong to.
Generative Engine Optimization is the practice of shaping how AI systems understand and recommend your brand.
Discovery is moving from a list of links to a single synthesised answer — and most brands are invisible in it.
Awareness is cheap, momentum is earned, authority compounds. Each stage needs a different plan.
