Signal & Friction
Bill HuntRants, Raves, and Realizations from the Frontlines of Strategy, Digital, and Systems Thinking
| Platform |  | Pricing | Only free issues | Publishes | Twice weekly |
|---|---|---|---|---|---|
| Issues | 29 | Founded | a year ago | Last Issue | 3 months ago |
| Active | |||||
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signalandfriction.substack.comLatest Issues
AI Discovery Is Reshaping B2B Buying
The Shift in B2B Discovery
B2B discovery has already begun to change in a meaningful way. Buyers are increasingly starting their research within AI systems rather than traditional search engines or vendor websites.
Instead of reviewing...
Royalty Without the Perks: When a “Royalty Portal” Turns Authors into Suppliers
TL;DR
When your new “automated” Royalty Portal turns out to be an interface overlay on an Oracle iSupplier vendor management system.
Which means authors are treated as suppliers, and updating a bank account requires:
• submitting a su...
The End of “Local by Default”
For nearly twenty-five years, search engines trained users to be confident in their ambiguity.
People learned they did not need to be precise. They could ask broad, incomplete questions and trust that the system would quietly fill in the m...
The Question No One Wants to Ask: “Why Didn’t We Make the AI Cut?”
Maybe this is just a day’s frustration talking — but I’m increasingly convinced we’re wasting staggering amounts of time and money in AI search by avoiding the most obvious question.
Everyone is obsessed with being included.
Almost no one...
Simple Elegance: Why AI Search Rewards Understanding, Not Optimization
AI search isn’t getting smarter at ranking pages — it’s getting better at understanding what people are really asking, refining that intent through query fan-out, and synthesizing answers that actually resolve it.
The recent Omnicom announ...
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Authors
The writers behind this newsletter.
Bill Hunt is a global digital strategist, systems thinker, and co-founder of Bisan Digital. Known for spotting patterns others miss, he’s advised Fortune 500 brands, steered complex web transformations, and pioneered international SEO strategies.
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