Jono Alderson

AI-mediated discovery has sparked an identity crisis in marketing. As more buying journeys begin in AI interfaces, the industry has reached for a familiar response: another optimisation discipline, a market of tools and consultants, and endless advice abo

Some companies fail years before their results reveal it. They continue to grow, renew contracts, acquire competitors and announce record quarters. Their share price holds. Their market share looks reassuring. Internally, the dashboards are green, the boa

The interesting thing about the recent Mythos panic wasn't that an AI security tool found lots of vulnerabilities. Of course it did. Modern software is a haunted house of dependencies, shortcuts and compromises, held together by logging, optimism and Jira

The future of marketing is the discipline of trade-off design. Marketing has always enjoyed describing itself as a mix of art and science. It is a comforting idea, because it gives the discipline two respectable halves. The art is where we put the ideas,

One of the more interesting things about the current wave of AI standards is how quickly the conversation around them has become strategic. Mention llms.txt, WebMCP, Universal Commerce Protocol, or whichever acronym has emerged this week, and the discussi

The most interesting thing I've seen on the web this year isn't an AI product. It's a browser feature, and the future that it might represent. Recently, Chrome began experimenting with something called HTML-in-canvas. At first glance, it looks like a fair

Running more than one CMS on a single website is almost always a strategic mistake. Not because Google gets confused. Not because AI systems are incapable of reconciling fragmented brands, disconnected subdomains, or content spread across different platfo

For the last twenty years, the web has been optimised around a single assumption: that humans visit websites in order to take an action. Buy the product. Submit the lead form. Book the demo. Request a callback. Start a free trial. Almost everything we cal

You can use speculation rules to make your site feel faster. You can also use them to make other sites do work they didn't ask for.

Headless sounds like a route to freedom, but too often it just swaps one set of constraints for another, heavier one.