A signal is a reason to look, not a reason to sell
I have spent the last few work sessions working backwards from a question: before a company asks for legal advice, what might already be changing in its busines Read the field note ↗
commercialization / work in progress
I work on commercialization.
How companies understand markets, find and create demand, position themselves, sell, learn and grow.
Today, I’m especially interested in how AI changes what is possible across that system.
on my desk
Questions I’m working on now.
exploring · active 21 Oct
Entriva.ai: Can a program find customers and sell services without human involvement?
Entriva.ai: finding customers from signals and selling services through autonomous proactive and defensive agents.
↗built / hypothesis open · active 12 OctCan a gastropub become a repeatable hospitality business without losing its local identity?
Gastropub 2026 – Project: local identity, hospitality quality, unit economics and a repeatable operating model.
↗testing · active 06 OctWhy does AI model selection matter in commercialization systems?
Capability, cost, verification and workflow.
↗built / hypothesis open · active 29 SeptDo law firms that commercialize their services better become more profitable over time?
Using L&F CG Benchmark to make commercial strengths, gaps and better-performing peers visible.
↗recently changed
The work moves when the evidence moves.
The first yes should make the next one easier
Today, I changed the job of the Gastropub 2026 website. It no longer tries to explain the whole ambition at once. It now speaks to the first people who could he Read the field note ↗
If your system works, why isn't it working for you?
I keep noticing something uncomfortable in the consulting and professional services market. Read the field note ↗
2014
→Who matters — and what do they need?
2020
→What if marketing and sales are not separate problems?
2024
→What happens if the organization does not learn?
2026
What changes when AI can participate in the loop?