3 min read

September Changes More Than the Weather. It Changes What Research Finds, and What Marketing Should Say

Summer's over, and school's back in session. Aside from swapping shorts for jeans, something else shifts too: our routines, our priorities, our behavior.

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1 min read

What the World Cup Taught Me About Belonging

A few weeks after attending a World Cup match, one of our team members found themselves reflecting on an unexpected lesson. What began as an...

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3 min read

What Comes After AI

What comes after AI isn't another breakthrough in technology.

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3 min read

This Was Never Really a Series About AI

Seven weeks ago, we launched this series because we kept hearing the same conversation about AI. There was no shortage of excitement, urgency, or...

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7 min read

The Hero with a Thousand Faces: Synthetic Data, the Illusion of Precision, and the Role of Intuitional Knowledge

Image from: https://commons.wikimedia.org/wiki/File:Sonnenblume_Nahaufnahme_H%C3%BCllkelch.JPG

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4 min read

The Curse of Knowledge, the Art of Prompting, and a Renaissance for the Humanities

Over the past five weeks, we've examined how AI works, where it breaks, and what separates organizations that use it well from those that simply use...

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2 min read

Where AI Thrives and Why That Changes Everything Around It

For the past month, we have focused on the disciplines AI requires: rigorous prompting, interpretive judgment, multiple perspectives, and human...

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4 min read

The Difference Between Using AI and Using It Well

We believe that AI is a colleague not a software tool with all the answers. The software is powerful, but it needs you. It’s a collaboration tool. It...

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5 min read

PATTERN RECOGNITION IS NOT DECISION-MAKING

AI is extraordinarily good at telling you what happened. A skilled analyst tells you what happens next. That distinction is the whole game.

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4 min read

Whoever Writes the Prompt Picks the Strategy

Most companies still think AI is showing them what the data says. But, it is not. It is showing them what the prompt asked it to prioritize.

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