On 9 October 2026, Scott Brinker argued that context has become martech's word of the year, and that the work behind it is larger than the demos. In "Context" is a hot word in martech, but the …
The Merge Tax
When two hundred sources get pressed into one clean story, the sources stop being evidence. A finished answer looks like progress. The trail that could overturn it is what you actually …
Agent Contracts: The Job File
If it is not written down, there is no guarantee it happens. An agent that did the work once in a chat has not taken the job. It has performed. The next session does not inherit the performance. …
Historical Knowledge Fabric
OCR makes historical pages readable. It does not make historical knowledge trustworthy. The hard problem begins after extraction. An AI-assisted knowledge system has to preserve what a source says, …
The COBOL Problem
Databases hold information. They do not pass it on. The institution still has a working store. The people who could explain what the records mean are leaving, or already gone. What sits in the …
The Builder Journey
Designing loops and skills is how you stop re-explaining intent every session and start compounding it. In Knowledge as Code, I argued for the file: institutional memory that survives a tool …