By the time a buyer calls, an AI has already named your competitors.
Before a buyer reaches out, they ask an assistant who is worth considering — and they take the answer seriously. It replies with a shortlist, a characterisation, and often a recommendation, drawn from everything the market has ever published. That conversation now happens before your sales team exists to the buyer. Whether your name is in it, and what gets said about you, has quietly become a brand decision. Most firms have left it to chance.
The work
Answer-Engine Positioning
The work that gets AI assistants to name you — and describe you the way you would describe yourself — when a buyer asks who to consider. We map what the models say about you and your category today, correct the sources they read, and build the published authority that moves you onto the shortlist. Measurable, and faster than buyers expect: usually a few weeks.
Brand Architecture & Position
A defensible claim about where you own the high ground — specific enough that a buyer who has seen twenty competitors understands it at once, durable enough to organise everything downstream: the pitch, the website, the content, what the machines read. Not a rebrand. The decision the rest hangs on.
Commercial Narrative
The story that holds when a sceptical buyer pushes back in a real procurement conversation. Most companies have a positioning statement. Few have a narrative that survives someone who has already heard a dozen competitors say the same three things. We build the version that does.
The Website That Carries It
A B2B site engineered to convert the buyer who arrives already half-decided — and structured so the assistants reading it come away with the impression you intended. Built, not themed. A position is only real once it ships.
Why good firms go missing from the new shortlist
It used to be a referral and a website. Someone trusted said your name, the buyer looked you up, you got the call. The first half still happens. The second has moved: before the buyer looks you up, they ask an assistant who is good at this — and the assistant answers with conviction.
The machine does not weigh reputation the way a person does. It weighs what has been published, how consistently, and how authoritatively, across every surface it can read. Firms with a clear, repeated, credible position get named and described well. Firms with deep capability but a thin or scattered published record get left off a list they should lead — or characterised by whatever fragment the model found first.
The firms winning this moment built for it deliberately, before the pipeline thinned — not after they noticed the first meetings getting harder to book.
The part most firms still get wrong
Getting named by an assistant is not a trick or a keyword exercise. It is the downstream proof that your positioning, your authority, and your published record are coherent enough for a machine to read them and reach the conclusion you want. Do the brand work properly and the assistants follow. Skip it, and no amount of optimisation makes a confused position legible.
A 6–12 month embedded engagement
Not a deck and a handoff. A partner embedded in your marketing, accountable for the outcome that matters now: whether you are seen, named, and preferred before a buyer ever speaks to your team — and whether the pipeline that produces is the pipeline you actually want.
Position & Narrative
The defensible market position and the narrative that expresses it — the foundation every downstream surface inherits, from the pitch to the page to what the models read back to a buyer.
Authority & Distribution
The point-of-view content that builds credibility where buyers and their assistants form convictions — published where the research actually happens, not only on your own site. The raw material the answer engines reward.
Build & Run
The website, the content engine, and the answer-engine presence, built and run continuously — so the position holds and compounds instead of degrading six months after a strategy deck lands.
Work that speaks
A few examples. The kind of work where the buyer's market perception shifts and the phone starts ringing.
NettWorth
Complete brand identity, web architecture, and content strategy for a wealth advisory targeting high-net-worth families. The site generates qualified leads on autopilot.
See the workFacterra
Product marketing site for an APM platform. Designed to convert technical buyers who've seen a hundred SaaS landing pages and are bored of all of them.
See the work