Work
I work in marketing. Specifically, organic discoverability for software companies: search, the tools a company publishes, and the question of what gets quoted when someone asks a machine instead of typing a query.
This is one page because it is a profession, not a thesis. The rest of the site is the thesis. If you came here from a search result about SEO, this page is probably the only one you want, and the honest version of it is short.
What the work actually is
Most of it is architecture rather than output. Deciding what a company should be findable for, what it should publish in order to be findable for it, and what it should stop publishing. The writing and the building follow from that, and they are the easy part.
Four areas take up nearly all of the time.
Four things I keep coming back to
None of these are original. They are just the ones I have been made to relearn most often.
Why this page sits next to the physics
The rest of this site is about possibility, observation and the way a fear can produce the thing it fears. Someone will reasonably ask what that has to do with a marketing page, so here is the honest answer, which is smaller than it sounds.
Three habits of mind carry over. The first is treating an outcome as a distribution rather than a single certain thing, and resisting the urge to narrate it as inevitable once it has happened. The second is noticing that observation is a form of participation: measure a team and the team changes, exactly as principle three above describes. The third is that a stated expectation shapes the behaviour of the people who hold it, in a relationship and in a quarterly plan alike.
That is the whole of the connection. It is an analogy about how to think, and analogies are allowed to be useful without being true. So, in the same terms the books → use:
- That certain habits of reasoning transfer between physics, philosophy and commercial work.
- That measurement changes behaviour in organisations, which is an observed and unremarkable fact about people.
- That treating outcomes as uncertain produces better decisions than treating them as determined.
- That quantum mechanics operates at the scale of a marketing team, a market, or a person.
- That the observer effect in physics is the same phenomenon as a team responding to a target. The words coincide; the mechanisms do not.
- That any of this constitutes a scientific basis for a marketing method. It is a vocabulary, not a mechanism.
Where the professional side lives now
The services, the tools and the writing about the craft have moved to a separate site. That was a deliberate split rather than a rebrand: two audiences that were never really the same one, each getting a place where it does not have to skim past the other.
The rest of it
If you got here for the marketing, that is the end of the marketing. Everything else on this site is about relationships, time, and what physics does and does not license us to say about either.