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The true story of Wick
In September 2020, our opinion research agency's polling was dead wrong. We knew it too — we could sense it, but we couldn't diagnose it. There was only one prescription.
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Notes on Audience Intelligence
Writing on audience data, AI readiness, research operations, and the proprietary knowledge layer behind better AI systems.
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Latest thinking from Wick.
3 posts
Your AI costs are hiding in the prep work.
Michelin stars are cheap. The grocery run will kill you. Great agents get expensive and unreliable when they have to rediscover what your data means before every answer.
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The truth was always in there. AI just turns on the light.
In the old elephant-in-the-dark parable, everyone touches a real piece of the animal. No one sees the truth of the elephant. AI is an extinction event for dark rooms.
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The model is table stakes. The moat is what it knows.
Every competitor can rent the same models, read the same public web, and generate at the same speed. The advantage is the proprietary audience knowledge your AI has to reason from.
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