White papers
The long answers, with the method attached.
Long-form research on how AI-era discovery actually works — how assistants choose a source, how to measure visibility you cannot rank for, and what a trust signal is worth. Written to be checked rather than quoted.
- Format
- PDF, and the same text as a web page
- Sourcing
- Every claim cited, every method stated
- Access
- No paywall, no sales call attached
How they are written
Five rules, applied to every paper
A white paper is only worth an hour of your time if you can check it. These are the rules that make that possible, and they are published before the papers rather than after.
- 01State the questionOne question per paper, written before any data is pulled, so the paper cannot quietly become an argument for whatever the data happened to show.
- 02Say where the data came fromThe source, the sample, the dates and the tooling. A number with no method behind it is an opinion in a serif font.
- 03Publish the limitsWhat the data cannot tell you, stated in the paper rather than left for a reader to discover. Every method has a boundary; hiding it is what makes a white paper marketing.
- 04Separate finding from recommendationWhat was observed, then — clearly marked as a different kind of claim — what we think you should do about it.
- 05Date it, and revise itAssistant behaviour changes quarterly. Each paper carries the date it was checked, and is revised or retired rather than left standing as though it were still true.
A paper that cannot meet these does not get published, which is why the shelf above is shorter than it could be.
When they land
We will send them, not gate them
The newsletter carries each paper in the issue it publishes in. That is the whole notification mechanism — there is no separate list, and no form standing between you and a document that already exists.
Get them as they publish.
One email a month, and the papers arrive in it. Unsubscribe in one click.