I wrote a Manifesto. Here's why.
Last month I wrote about the LLM Economy, the 3,500% increase in AI-driven traffic, the shift from keywords to conversations, the brands becoming invisible because they optimised for the wrong thing.
The response was overwhelming. But the conversations that followed revealed something I should have anticipated: most organisations aren't ready to act on any of it.
Not because they don't understand the opportunity. They do. Not because they lack budget or talent. They have both. The problem is deeper than that.
Over the past few months, really, the past three years, I've been sitting with a pattern that keeps repeating. Organisations invest millions in AI initiatives. Brilliant pilots launch. Impressive demos get executive applause. And then... nothing reaches production. Nothing scales. The same questions keep surfacing: Why isn't this working? What are we missing?
I finally have an answer. And it's uncomfortable enough that I wasn't sure I'd publish it.
