Modern AI systems build internal models of brands by correlating every public signal they can find, measuring how well those signals reinforce each other, and downgrading anything that doesn’t line up.

This creates a new problem most teams don’t even realize exists: a brand that presents inconsistent claims across its digital footprint becomes unreliable in the eyes of AI. And once reliability drops, visibility follows. This is the consequence of broken AI brand consistency.

You know that moment when you open your inbox and think: "Damn, no new leads today." Then the next day, same thing. Traffic seems steady, ads are running, SEO looks fine. But conversions are dead quiet. The first issue that comes to mind is visibility. In reality, it's much more likely to be a timing problem. Because if for lead generation visibility is indeed paramount, for effective lead capture speed is key. The main reason lead capture fails isn't that people stop...

The web, once meant to be a space for global human discovery, is now almost overflowing with AI slop: high-volume, low-depth output generated to look productive. And let's not even talk about social media, because that literally goes beyond comprehension. The content is generated almost entirely for algorithms (or so we think; real algorithms aren't that stupid)—not for people—by machines that have mastered the art of more or less successful imitation. It's understandable that some people...

For decades, marketing and advertising were an art form: persuasion, intuition, the magic of an idea well told. I’ve worked in this industry for over twenty-five years, often in creative leadership roles, and I've loved the great ad campaigns and the minds behind them. But the rules are changing. Fast. So fast that it's sometimes stressful, testing our cognitive inertia in ways we didn't expect.

AI has entered the room, not quietly but decisively, replacing human curiosity with algorithmic...

Every company wants more leads. Well, we believe that, but it's partly a non-issue. What most actually need is not more, but better managed leads. Very often we want more leads just because we lose so many along the way that the pipeline feels empty, it's scary, and so we jump onto chasing the next new one.

Yet, simply capturing, qualifying, and converting more existing leads can be a game changer (and a stress reliever). It's the good old marketing maxim: five times cheaper to convince...

This article is not written for web developers or designers, or even industry professionals—although some of them might benefit from reading it too. It’s written for business people and anyone who has a website and feels frustrated because it doesn’t get the traffic it deserves. If you own or manage a website, this is probably one of the most important articles you’ll ever read.

I believe that in marketing and as managers, we're all concerned with this issue: how to get more leads, and especially how to capture and convert them en masse. For example, out of the number of people who visit our website, how many are we actually able to capture (that is, obtain their email address and engage in a followed-up, personalized and fruitful conversation with them)?

What we see is that many companies already have the tools, like a a website, a CRM, an email platform, maybe...

When your operations outgrow your tools, when spreadsheets, plug-ins, and third-party apps start slowing you down, it’s a sign your business has moved beyond what a standard website can handle. And when you realize that by its very nature, a standard site fails to capture almost all of its visitors and loses more than 80% of potential leads, it's time to ask the right questions and release the handbrake.

Again, this has little or nothing to do with the size of your company, but everything...

A smaller website exists to present information, as we used to do for decades, from the era of company brochures to the first and second generation of websites: who you are, what you do, and how to reach you. An enterprise website exists not to present, but to run information. And that's a fundamental difference.

An enterprise website — as opposed to what we'll call a small business website — captures, processes, and distributes data across your organization, automating operations and...

Let's start by saying that the term website is misleading here, because an enterprise-grade website is actually much more than what we usually refer to as "a website". An enterprise website is a complete digital infrastructure that connects brand, data, and operations into one coherent system, and is built to scale, automate, and perform under any load. Where a traditional site (let's call it like that) informs or markets, an enterprise-grade website operates. It powers processes, manages...