Field notes.
Our take on the business problems AI is actually solving — written by the Swiss, American and European consultants who ship the work.
Featured articles.
Short, honest notes from the work. No hype, no vendor pitches, no vanity metrics.
AI won't transform your commercial performance — unless you let it
The three decisions that separate commercial AI success from pilot purgatory.
Stop just adopting AI
Adoption is cheap. The hard part — and the value — is in redesign.
The accountability challenge of Agentic AI
Who's responsible when an AI agent takes an action on your behalf?
Recent notes.
A rolling set of practitioner notes from the field.
July 2026 AI Insights
The AI stories that will actually matter to boards this quarter.
When your client becomes an agent
What happens when the person on the other side of the deal is an AI.
Why faster isn't always better with AI
The hidden cost of velocity in the wrong direction.
Maximising the return on AI
Lessons from Google's advertising platform.
August AI Insights
What the exec team should be reading this month.
Human-Centric AI
The barrier most AI programmes trip over.
Archive.
Older pieces, still worth reading.
Beyond the next superfood
The pattern of AI-shaped consumer categories.
Value Propositions Operating System
A system for building and testing new value propositions at scale.
Pricing Excellence
AI's quietest, biggest P&L lever.
Brand identity implementation
What AI changes about rolling out a brand at scale.
Product and portfolio management
Rebuilding product decisions around AI evidence.
Transformation management
The craft of running a transformation that actually transforms.
Procurement in the AI era
What procurement looks like when the suppliers are AI-shaped.
Generative AI in practice
What's shipping to production — and what's still demo-ware.
Business strategy for an AI-shaped market
The strategic questions that have changed — and the ones that haven't.
One email a month, worth reading.
A short note from our Swiss and transatlantic team on the AI shifts that matter — practical reading for business leaders.
Meet the team behind the work.
The people who write these notes are the people in the room with our clients.