Notes from the listening post

What we're learning while building Oetzi: where buying conversations actually happen, why most social listening is noise, and how AI engines decide who gets recommended.

• How to track when ChatGPT or Perplexity recommends your competitorAug 30, 2026 · 5 minA founder's tactical guide to checking if ChatGPT, Perplexity, or Gemini recommends your competitor. The prompts to run, how often answers change, and which threads matter.
• How to find live conversations where people are actively evaluating software in your categoryAug 30, 2026 · 8 minStop buying dead contact lists. Here is how to find and prioritize public threads where buyers are comparing tools right now, before they fill out a form.
• Social listening tools: an honest taxonomyAug 25, 2026 · 4 minFirehoses, alert pipes, enterprise suites, and intent engines. What each class of social listening tool is actually for, what it costs you in attention, and how to pick without getting burned.
• Why your keyword alerts keep failing youAug 24, 2026 · 3 minKeyword monitoring tools promised you'd never miss a mention. Instead you got a firehose you stopped reading. Here's what's actually broken, and what judgment looks like.
• Share of model: the distribution metric AI just inventedAug 23, 2026 · 3 minAI assistants are becoming the first stop for "what should I use for X." Which products they recommend is learnable, influenceable, and almost nobody is working on it. An introduction to GEO.
• How to find customers on Reddit without becoming the spam guyAug 22, 2026 · 4 minReddit is the highest-intent surface in B2B and the easiest place to torch your brand. A field guide to finding the right threads and replying like a person.
• The anatomy of a "what do you all use for..." threadAug 21, 2026 · 3 minThe most valuable four words in B2B appear in public threads every few minutes. A close read of how recommendation threads work, who wins them, and why the clock matters more than the copy.
• Your churn warnings are public. You're just not listening.Aug 20, 2026 · 3 minCustomers rarely tell you they're leaving. They tell Reddit. Why public venting is the earliest churn signal you have, and how to catch it while a save is still possible.
• Dark social is eating your attribution, and that's fineAug 19, 2026 · 2 minMost B2B buying decisions now happen in threads, DMs, and communities your analytics can't see. You can't track dark social. You can be present in it.
• Describe a sentence, get an audienceAug 18, 2026 · 2 minThe interface for finding people online used to be boolean strings and subreddit lists. It's becoming a sentence. What changes when "audience" is something you can just say.