Writing

Ideas on building, identity, and the mechanisms most founders miss.

Essays

PR convinced humans to cover you. I built Machine Relations to convince the machines.

Machine Relations, AI visibility, and earned media strategy. Research, analysis, and playbooks for making brands citable by AI.

Weekly signal on AI search, LLM behavior, and what's actually shifting in the category. Co-authored with Christian Lehman.

Contributing author. AI search, the future of PR, and what brands need to do differently right now.