Last week I mentioned the MIT study showing that 95% of organizations found zero return on $30–40 billion invested in AI tools. The problem isn’t AI per se. The problem is coordination and context to overcome chaos. Here’s an example.

A client recently hired us for a 90-day performance marketing project. That involved setting up analytics and SEO, tracking spreadsheets, configuring their CRM, building email sequences, creating audience segments for MQLs, SQLs, and existing investors, developing landing pages and lead-gen assets, coordinating podcasts, blogs, newsletters, social media, and partnerships—all scattered across a dozen different platforms.

Meanwhile, on Tuesday an agency owner reached out describing their challenge: disjointed processes, manual operations, no unified workflows. Every new project needs a brief and a process to answer foundational questions like what’s the goal, who’s involved, what’s the timeline, and have it automatically create project workspaces, folders, task cards, and Slack threads. The next day I went to lunch with a director of operations who said the exact same thing. Yesterday another agency owner reached out describing the same problem.

You might say this is what economists call a “coordination problem” or what Friedrich Hayek’s work became known for regarding the “economic calculation problem.” That is, groups of people need a coordination mechanism to allocate resources efficiently across complex systems.

In marketing teams, that mechanism doesn’t exist, so they lose a lot of time merely coordinating information between people, projects, and platforms. You’ve been there. We have too. Most agencies are trying to solve this with more tools—and certain tools do help a lot—but I think the answer is actually better coordination.

Of course, it’s unrealistic to think we can build a super app that’s an email platform and project management tool and more all combined. However, I do think we have a way to connect the best tools together in a process and platform that can streamline your work.

That’s because our Story+System+Send framework treats this as a coordination problem, not a tools problem. You need a story (research and strategy, message and brand), a system to connect the pieces (website, CRM, analytics), and then send your story into the market (content, podcasts, newsletters).

In this way, AI isn’t the magic—it’s the infrastructure. AI is a commodity, a platform shift like electricity or the internet. One of my favorite analysts, Benedict Evans, described on The Knowledge Project podcast this week how AI currently functions like a copy machine—if you put in crap, you get out a thousand copies of crap. The magic is having everything working together with the right context for the right outputs.

While enterprises are throwing billions at AI with zero return, we’re building a coordination layer that simplifies the process of marketing your business. To be clear, our new platform doesn’t try to replace every tool you use. Instead, we’re aiming to connect the essential ones—Google, Microsoft, Asana, Linear, Slack, analytics, even billing data and more—automating the workflows between them using the latest AI tools like MCPs and agents.

When you create a new project, it generates workspaces, sets permissions, creates the necessary documents, assigns tasks, and starts tracking the metrics that matter. Not a zillion different analytics dashboards—just the five numbers that actually drive decisions.

This process drives efficiency such that some of our clients have gone from an idea to a product or brand launch in as little as four to six weeks. We’re not just using AI tools—we’re solving the fundamental coordination problem that makes marketing departments inefficient.

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