10 July 2026
Channel, competitor, or infrastructure?
OpenAI will have ad sales on the ground in every major advertising region within a year. If boards haven't decided what ChatGPT is to them by then, procurement will decide for them.
Writing / Friday Frame
The Friday Frame archive.
A 200-word weekly frame on applied intelligence, governance, and commercial leadership across Asia-Pacific. One thing noticed, every Friday. Archive below, newest first.
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- 3 July 2026
The demand side has finished eating the supply side.
Google's AI Overviews are the antitrust question wearing a search costume. Boards asking what their own model can do are missing the bigger question their CFO is about to own.
- 26 June 2026
Project Genie killed the storyboard.
Google DeepMind's Project Genie at Cannes turned the storyboard into a playable prototype. The pitch becomes the prototype. Agencies have to decide whether they own the prototype layer or orbit it.
- 19 June 2026
Be unmissable to someone.
Most founders think their job is to be wanted by everyone. It's the opposite. Choose someone to be unmissable to, say a polite no to the rest, and let the market confirm the choice.
- 12 June 2026
TCS is not a headcount story.
Boards keep asking 'what's our number?' But headcount is the output of a decision, not the decision itself. What's changing is the unit of work, and the junior-heavy pyramid that was built to deliver it.
- 5 June 2026
The goal of a Chief AI Officer should be to eliminate the need for a Chief AI Officer.
A single seat for AI accountability is a comfort to the board, not a fix for the operating model. The work belongs distributed, or it doesn't land at all.
- 29 May 2026
Agentic measurement will reprice the market.
When the reporting layer finally sees what was always there, a lot of marketing orgs are going to discover they've been optimising against a fiction. The repricing won't be gentle.
- 22 May 2026
The search box wasn't the product.
Share of voice was about being seen. Share of prompt is about being cited. Most operators don't have a number on it yet.
- 16 May 2026
Outcome ownership needs control.
Vendors are being asked to commit to business outcomes they cannot solely steer. Outcome ownership without control is not a contract. It is a story.
- 15 May 2026
Friday Frame: the standing order.
The 200-word weekly missive starts here. Operators, governance, Asia-Pacific. One thing I noticed this week, every Friday.
- 9 May 2026
Heroics and the system that required rescuing.
Every late-night save is a system that did not catch the issue earlier. The best operators stop rewarding heroics and start rewarding boredom.
- 2 May 2026
Delivery model or coping mechanism?
Most AI adoption is the second. Coping faster than competitors is a real advantage, for a while. But it has a shelf life.
- 25 April 2026
Who owns the outcome?
If a vendor commits to an outcome and the customer has not nominated a single named owner internally, the deal has already failed. It just has not noticed yet.
- 18 April 2026
The tooling works. The operating model has not caught up.
The tool produces an answer in four seconds. The organisation still takes four weeks to act on it. The bottleneck has not moved. It has just got more visible.