Unpopular opinions
& useful strategy.

The thinking behind the work: strong points of view on brand, the Halo Effect, AI, GEO, search, and social commerce. Some of it you’ll disagree with. Read it anyway.

TOPIC CLUSTERS

THE HALO EFFECT
GEO & AI SEARCH
SEO
SOCIAL COMMERCE
EMAIL & SMS
BRAND STRATEGY

LATEST POST

Stop Obsessing Over Rhode. Your CEO’s Job Isn’t Their CEO’s Job.

MORE POSTS

Jul 2026
4 min

My vision board didn’t build this agency (but my calendar did) 🕯️

Jul 2026
3 min

My brain is still doing the math on the 405… 🏎️

Jul 2026
3 min

My Post-Facial Monster Face & The Long Game of Perspective.

Jul 2026
3 min

Happy New Year. Now Stop Making Resolutions.

ChatGPT brand visibility, appear in ChatGPT answers
Jun 2026
13 min

Why Your Brand Isn’t Showing Up in ChatGPT And How to Fix It

WHAT IS AEO
Jun 2026
14 min

Answer Engine Optimisation (AEO) Explained: What It Is and Why It Matters

Frequently
asked questions

Brand building, the Halo Effect, AI marketing, GEO, SEO, social commerce, and growth: the same thinking that powers our client work.

Unpopular Opinions publishes weekly on LinkedIn and Substack. Subscribe right here.