B2B messaging, go-to-market, and AI marketing: articles & insights.
Frameworks, case studies, and practical analysis. No filler content.
A great product that explains itself badly still loses customers: we’re publishing the first Message-Market Fit Observatory
The first Message-Market Fit Observatory is out. 369 French startups audited, 75.9% below the clarity threshold. Why a great product that explains itself badly loses customers, deals and valuation.
Read the article →12 February 2026: twenty-four LinkedIn engineers publish the model that ranks the feed. LinkedIn conversations have been discussing something else ever since.
That document has been freely available for five months. What the market discusses is a different text: an engineering blog article published a month later,...
Your prospect asks Gartner and ChatGPT the same question. Are you in both answers?
This image came to me mid-conversation, during an interview with Thomas Pontiroli, a journalist at Les Échos, about our Observatory. I was trying to explain...
No, Your AI Costs Aren’t Exploding. You Just Aren’t Steering Them.
A runaway AI bill isn’t a fact of the market, it’s the absence of routing. What Anthropic documents, and what 13 agents in production actually...
Message debt: the cost that compounds over time
A company loses clarity in layers. Message debt is paid in sales cycles, lost deals and invisibility to AI. Why acting early costs almost nothing.
Message-Market Fit: Why Product-Market Fit Isn’t Enough Anymore
A strong product isn't enough. Your message has to carry it. The mechanics behind message-market fit and why it has become the missing condition behind...
GEO in 2026: Is Your Website Citable by AI?
GEO — Generative Engine Optimization — is changing the game in marketing. If your site isn't citable by AI, it's invisible.
B2B Point of View: How to Take a Stand Without Burning Bridges
Your POV — Point of View — is the only lever that creates space in a market where everyone says the same thing. But building...
Post Series A: The 3 Messaging Projects Nobody Prioritizes
You raised. You are hiring. You are scaling. And meanwhile, your messaging is still the one you had in seed.
Generative AI and Messaging: Automate Without Losing Your Voice
AI speeds up B2B content production, but it destroys what makes you recognisable. Where to draw the line between efficiency and erasure.
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