We use field notes to:
Some pieces are practical. Some are more reflective. All are written to be useful to people doing the work, not just talking about it.
Many teams still plan and measure as if the main decision happens on their website.
In reality, AI summaries, rich snippets and other zero click results are now doing a large share of that work before anyone arrives.
Yesterday OpenAI emailed me, and whilst I’d ordinarily just shift-delete any form of “communication trying to sell me something”, this one actually got added to their open rate. Why? Because they wanted me to buy advertising. An immediate red flag to this old bull, who quite frankly is fed up with being advertised at by […]
A product page made an experienced IT buyer believe one Raspberry Pi cost more than a family car. The pack price was technically visible. Almost everything else said one unit.
Corpus is a clarity and trust framework for the upstream web. It helps organisations diagnose how trust, contradiction, proof, and interpretation work across reality, public narrative, machine inference, human expectation, and interface experience.
