/ The Lab

Notes from the frontier of the AI-native company.

Fifteen essays on what happens when intelligence becomes part of the operating model itself - written, versioned and revised while we build it.

New essays and meaningful revisions, when they land.

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August 13, 2026

The AI-Native Operating Model

A company can become extensively AI-assisted without becoming meaningfully more intelligent as an organisation.

What does a GTM organisation look like when AI becomes native to how it operates? Not a faster stack. A new operating model.

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August 12, 2026

The Missing Operating Layer

Why an enormous amount of the organisation still operates somewhere between the systems.

August 12, 2026

Live State

A maintained representation of what the evidence currently means — and what changed.

Everything from the Lab →

The Register

Everything from the Lab

Type

The AI-Native Operating Model

August 13, 2026

What does a GTM organisation look like when AI becomes native to how it operates? Not a faster stack. A new operating model.

The Missing Operating Layer

August 12, 2026

Why an enormous amount of the organisation still operates somewhere between the systems.

Live State

August 12, 2026

A maintained representation of what the evidence currently means — and what changed.

From Company Knowledge to Executable Memory

August 12, 2026

Organisational judgement becomes explicit, shared, executable and improvable.

When the Capability Becomes the Unit of Software

August 12, 2026

Work crosses application boundaries. The software that performs it should too.

From Playbooks to Executable Skills

August 12, 2026

Methods stop being documents people interpret and become software the organisation runs.

Agents Are Not the Architecture

August 12, 2026

An agent without state, memory or capability is an autonomous actor with incomplete context.

The Decision Trace

August 12, 2026

As judgement moves into the system, we need a record of the decision — not just a log.

The Economics of Coordination

August 12, 2026

The larger business case is not production cost. It is coordination cost, decision latency, variance and learning rate.

RevOps Becomes the Architect

August 12, 2026

From administering applications to designing the commercial system itself.

Management After the Operating Layer

August 12, 2026

When the system maintains state, managers stop being information collectors.

What Happens to SaaS

August 12, 2026

The application era bundled data, logic, workflow and interface. The bundle is separating.

The AI-Native GTM Maturity Curve

August 12, 2026

SaaS-native → AI-assisted → AI-native → self-upgrading. Where organisations actually are.

When Systems Upgrade Systems

August 12, 2026

Systems that identify their own deficiencies — and the governance they demand.

The Company as a Learning System

August 12, 2026

A company that becomes better at operating because it operated.

AI Is Changing GTM's Architecture, Not Just the Work

AI is not just changing GTM. It's exposing that the architecture most teams run on was built for a different era.

The Four New Primitives Behind AI-Native GTM

After 100s of conversations with GTM leaders, four new primitives keep surfacing as the structure of AI-native GTM.

Deal State in an AI-Native GTM System

I recently spoke with a CRO at a $239M ARR business. Lots of AI. But the same problem kept surfacing.

AI Has Exposed the Fragile GTM Operation

AI isn't changing GTM. It's exposing how fragile the existing GTM operation already was.

The Legacy GTM Operation Is Being Replaced

The architecture beneath every GTM stack is being replaced. Here's what's changing.

Reimagining Prospecting With an AI-Native GTM System

Automating prospecting isn't the same as rebuilding the GTM system behind it. Here's what changes.

Prospecting Is No Longer the Hard Part

Prospecting tools automate a function. An AI-native GTM system improves the operating layer beneath it.

GTM Teams Aren't Short of Data. They're Short of Context.

GTM teams aren't short of data. They're short of context. What changes when one system holds the live commercial state.

Most GTM Teams Don't Learn From Deals

Most GTM teams don't learn from deals. They review them, then move on. What changes when every deal teaches the system.

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