Insights

Notes on visibility, reputation, and the new shape of B2B trust

Editorial notes and longer pieces from It’s a Shovel. Senior strategic perspective on AI search, reputation work, founder-led growth, and how buyers now find, shortlist, and hire.

About this publication

A few notes on what we publish, and what we do not

We do not write listicles. There is enough “five ways to improve your LinkedIn presence” content in the world already.

We do not write hot takes on industry news unless we have something genuinely useful to add.

We do write longer pieces on the structural shifts in how buyers find and shortlist B2B providers, and shorter pieces on what we are seeing in client work, in the research, and in our own AI visibility data.

We do write pieces that take a clear position, sometimes a slightly contrarian one. We try to be useful rather than safe.

The senior strategic communications discipline has, in our view, been under-served by online content in recent years. There is a great deal of tactical material on individual channels, and very little serious commentary on how reputation actually compounds across them. We aim to write the second category.

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