The delegation boundary: how far you let the machine go
My companion piece argued that businesses sit at different points on the agentic spectrum, measured by how much of their clientele will be a machine. That tells you…
Articles
The agentic spectrum: how much of your market will be a machine?
Most of the conversation about AI agents assumes a single future arriving for everyone at the same time. I don’t buy that. The coffee shop on my corner…
The Three Entity Classes: Everything Either Acts, Gets Owned, or Defines the World
Status: Original concept, first publication 12 July 2026. You wrote a book, you own the copy on your shelf, and the book is about an idea that nobody…
Classify the Entity, Not the Word: Why “France” Is Three Different Things
Status: Original concept, first publication 12 July 2026. Type my name into Google and you get me, and add two words, “Jason Barnard digital marketing”, and you get…
Every Class Collides: The Same Name Names a Thousand Things, and Uniqueness Wins
Status: Original concept, first publication 12 July 2026. Somewhere out there is another Jason Barnard, and another, and a couple of thousand more, none of whom asked my…
I Own Brand SERP, and I Don’t: How a Trademark Spawns a Second Entity
Status: Original concept, first publication 12 July 2026. I own Brand SERP, and I don’t, and both of those are true at the same moment. I coined the…
Acquired Distinction: How a Common Word Gets Dragged Down a Class
Status: Original concept, first publication 12 July 2026. Name your company after what it does, booking, apples, salesforce, and you’ve done the warm, human, sensible thing, and you’ve…
The Entity Home Is Native, Borrowed, or Up for Grabs
Status: Original concept, first publication 12 July 2026. I coined “entity home” back in 2015 to name the place an entity speaks from, the canonical spot a machine…
The Agent on the Boundary: Who Counts as an Actor Is About to Be Worth a Fortune
Status: Original concept, first publication 12 July 2026. The first piece in this series filed the AI agent as a Class 2 tradeable and promised to come back…
E-E-A-T Lives at Class 1, Because Trustworthiness Is Something Someone Confers on You
Status: Original concept, first publication 12 July 2026. Split E-E-A-T down the middle and you find two completely different kinds of thing wearing one label, and the split…
The Three Pillars of Truth: How a True Idea Establishes Itself in an AI World
Status: Original concept, first publication 11 July 2026. Completes the Bayesian Trust series. Anchor on consensus. Get trusted intermediaries to engage. Build a stable information layer. Being right…
Moving Consensus in an AI World: Why the Lone Right Voice Needs Bayesian Trust
Status: Original concept, first publication 11 July 2026. Builds on “Bayesian Trust”. AI rewards agreement, so it entrenches the crowd For most of my career, being early was…