Marketing

What Kotter and ADKAR Teach Leaders About the Real Barrier to AI Adoption

A RAND Corporation study published in 2024, based on interviews with sixty-five data scientists and engineers with at least five years of experience building AI and machine learning systems, set out to understand why so many AI projects fail. The researchers noted that by some estimates, more than 80% of AI projects fail to deliver the business value they were built for, roughly twice the failure rate of ordinary IT projects. The most important detail is what the interviewees

6 days ago5 min read

The Future of Search Belongs to AI Engines

For nearly two decades, the rules of digital engagement were clear: design mobile-friendly sites, generate authoritative backlinks, and publish keyword-rich content. Search algorithms decided who won, and those rankings drove growth, brand awareness, and trillions in commerce. But a profound, structural shift is underway. Stakeholders—from customers and partners to investors—are no longer just typing queries into a search bar. They are posing complex, conversational questions

Aug 20, 20255 min read

To Win the Human, Sell to the Algorithm

In the earliest days of the internet, websites were storefronts. In the Web 2.0 era, they became interactive platforms. Today, a new paradigm will fundamentally reshape how businesses attract, engage, and serve customers. That paradigm is agentic browsing: a shift from human-driven exploration to AI-powered delegation. With the rise of agentic web browsers like Perplexity’s Comet and upcoming products from OpenAI, users are beginning to outsource digital navigation to intelli

Jul 17, 20254 min read

Executive Coaching and Marketing Mastery: Strategies to Build a Resilient Brand

Marketing is essential for executive coaches, acting as the engine that connects a business with ideal clients, builds credibility, and drives sustainable growth. In a competitive market, marketing ensures visibility so potential clients can find you, distinguishing your services with a compelling value proposition. Beyond visibility, marketing establishes trust, communicates core values, and fosters client loyalty by highlighting what makes your approach unique. With these f

Nov 15, 202410 min read

Standing Out in a Crowded Market: 5 Steps to Defining Your Niche as an Executive Coach

Executive coaches and business leaders alike face the challenge of navigating complexity, fostering innovation, and driving meaningful...

Oct 18, 20244 min read

Referrals: Executive Coaching’s Secret to Growth

Growth in executive coaching isn't just a result of impeccable skills—it's deeply tied to a coach’s ability to foster and nurture relationships. Among the most powerful tools in a coach’s business arsenal is the referral. Unlike other forms of client acquisition, referrals are built on trust and a proven track record, making them one of the most effective and sustainable methods for long-term business development. This article, based on Episode #1191 of the Arete Coach Podcas

Sep 11, 20245 min read