How we use AI
What we give a model. What we keep in code. Where human judgment stays.
SANE/REBELS / Ideas & practiceAlways in progress
Thinking
SANE for the evidence.
REBELS for the bet
we place on it.
In focus / FunnelsThe shape
The shape
has already
changed.
Ten shifts that already changed how people find, choose, and buy.
How AI rewrote the funnelThe path is no longer a straight line.
The collections
Get into it.
AI / GrowthThe funnel changed shape
How people find, consider, and choose an offer. And what we build from that.
What these ideas look like in the world.Inside