Ideas

What we've learned, shared with you.

We publish when we've learned something in the work that we'd want to read ourselves — and we run a few small events a year for people wrestling with the same problems.

Next eventNov 4, 2026 · Online

Mount ROI

A masterclass on how to realise rapid value from AI adoption.

26 pieces
EventMay 13, 2027 · Cascais, Portugal

Bi-Annual Machine & Folk AI Summit

Three days in Cascais, working on your real AI problems with peers and our team.

View event
Lab noteMar 2026 · 10 min read

AI’s real bottleneck isn’t technology

Ed Ortega and Cisco’s DJ Sampath on what really slows enterprise AI.

Read
Lab noteFeb 2026 · 5 min read

Leaders and workers disagree on AI

Leaders say their AI rollout works. The people who use it every day disagree.

Read
Lab noteFeb 2026 · 3 min read

The one thing users want most

Users don’t want more features. They want fewer interruptions.

Read
Lab noteFeb 2026 · 6 min read

The most misunderstood word in product

A platform is reusable capability, not just shared infrastructure.

Read
Lab noteFeb 2026 · 8 min read

The argument against someday

Pick one real workflow, build small, and learn fast in 90 days.

Read
Lab noteFeb 2026 · 7 min read

Three board questions on AI

Three questions that show a board where AI value really sits.

Read
Lab noteJan 2026 · 5 min read

Features don't scale. Platforms do.

Real scale comes from foundations that other teams can build on.

Read
Lab noteJan 2026 · 5 min read

Data is Now a Design Decision

Design the data layer on purpose, so the product keeps learning after launch.

Read
Lab noteJan 2026 · 4 min read

Most Companies Don’t Scale. They Spread.

Growth that adds complexity is spread. Scale makes the system stronger.

Read
PodcastSeason 1 · Episode 15

Is AI safe?

Coming soon
PodcastSeason 1 · Episode 14

How are models changing workflows?

Coming soon

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