Essays, notes,
and working thoughts.

Most B2B content in 2026 is fluent, polished, and professionally produced. It is also becoming harder to remember. This essay is about the new failure mode that shows up after AI-assisted drafts pass review looking perfectly competent and completely interchangeable.

I call it stock-photo content: writing that reads like content without reading like anything in particular. The piece may be accurate, structured, and easy to approve. The thing missing is visible judgment.

The full essay goes deeper into the two failure modes behind it, where taste belongs in the workflow, and what a better review standard looks like now.

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Over time I found myself reaching for the same five questions whenever content started becoming too reactive, too disconnected, or too generic. What are we trying to be known for. What job is content actually doing in the business. What ideas are strong enough to build around. Where does AI help without lowering the standard. And how will the work travel once it exists.

BUILD is simply a way of keeping those questions visible. It helps content stay connected to brand, customer reality, and the way the business actually grows.