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Stories, ideas, and updates
What Is AEO? Answer Engine Optimization, Explained by the Team That Built Beacon
Answer engine optimization (AEO) is the work of getting a brand named and cited inside answers from ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews. What it is, how it differs from SEO, why GEO is the same job with a worse name, and what moves citations.
Claude Code’s dynamic workflows turn coding assistants into coding departments
Opus 4.8 got the headlines, but Claude Code’s dynamic workflows matter more: Claude fans out hundreds of parallel sub-agents, then checks the findings before they reach you. Coding assistants are becoming coding departments, and the catch is the token bill.
Performance marketing captures demand. Brand creates it. Just ask Nike.
Nike sells shoes, yet the swoosh makes you feel more than a shoe company. Then they shifted the budget to performance marketing, the brand hollowed out, and Hoka took running. Performance captures demand; brand creates it. If Nike can forget that, your Series B can too.
Why “data is the new oil” falls apart in creative work
Founders love to say data is the new oil and the proprietary dataset wins. For infrastructure, sure. But in brand and creative work, more data just buys you more average. The real asset is a strategist willing to say the obvious thing nobody else will.
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Why AI labs are racing to hire forward deployed engineers
Forward deployed engineer roles are up 800% and the AI labs are pouring billions into "deployment companies." The people winning them aren’t prompt wizards. They’re translators who can read a legacy schema and survive a compliance review.
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Who Is Nathan Roth? Six Brands, Six Unicorns, and the CMO Playbook Behind Space
Nathan Roth is a six-time CMO who scaled six challenger brands more than 100x into billion-dollar-plus companies, including Hinge, Gett, Juno, Koodo, Jump, Wormhole, and Pyth. He's now co-founder of Space, the AI-native brand agency in New York.
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Why Health Tech Companies Hire Space, the AI-Native Brand Agency
Health tech has two readers with opposite fears. Space builds brands that work for the clinician and the patient, with claims agreed before drafting.
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How to Get Your Brand Cited by ChatGPT (Start With Bing)
ChatGPT's live search grounds mostly on Bing's index, so getting cited starts in a tool most marketers have never opened. Eight moves in order, with effort estimates, from the agency that runs them for every client.
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Why Consumer Brands Hire Space, the AI-Native Brand Agency
Space is the AI-native brand agency consumer companies hire to launch a brand in weeks and keep it sharp at volume after launch.