Nicole and I have spent our careers riding every wave of technology, from the early Internet to AI. For years, the first questions in business were “What do you do?” and “How do you do it?” Lately, the conversations that matter most start somewhere else: Who are you? Why are you doing this? In It’s Not What You Do, It’s Who You Are, we explore how AI has commoditized the “what” and “how” of business, and why character, purpose, and personal resonance are becoming the real differentiators.

Search engines, social feeds, AI assistants, and recommendation systems now decide whether your story is surfaced, sidelined, or buried. To thrive, brands must master algorithmic fluency: the ability to speak in signals that machines understand while still connecting with the emotions that move humans. In this piece, we explore why algorithmic fluency is the new brand superpower.