Bill Hunt

From Stigler to Porter to AI: Why We Need a New Strategy Model for the Digital Age

Business Strategy / By

How Stigler, Porter, Ohmae, and the Marine Corps shaped this digital-era strategy model TL;DR George Stigler explained why information shapes markets.Michael Porter explained how competitive forces shape industries.Kenichi Ohmae explained how organizations align around customer value. But today’s economy is shaped by information abundance, digital ecosystems, and AI-driven mediation — forces none of them lived

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Why Site Migrations Fail — and How to Prevent It

Digital Effectiveness / By

Every significant website migration carries risk. From a search perspective, the more things change, the higher the chance of failure. Over two decades of seeing migrations go wrong—from redesigns to replatforming—I’ve found that most disasters aren’t caused by “Google updates” or “bad luck.” They happen because teams underestimate how interconnected every page is. A high-performing

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The Web Effectiveness Imperative

Web Effectiveness / By

Why the Website Remains the Most Underperforming and Most Undervalued Asset in Modern Business 📡 The Signal – Expensive Underperformers Let’s be honest — from a capital allocation standpoint, most websites are expensive underperformers. Not because the teams behind them lack talent, but because the organization has never defined what an effective website actually means. In raw numbers, what

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Who Is the GEO Coach?

Uncategorized / By

During a recent AI / GEO workshop for a group of executives, I was asked who owns or manages GEO after suggesting it requires more cross-team collaboration. There was an internal debate about hiring a strategist, an agency, or training someone to help navigate the process. All valid options. As I suggested and outlined in Surviving

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Digital Value Creation: Turning Web Effectiveness Into Shareholder Growth

Web Effectiveness / By

Why CMOs Must Think Like Investors—and Treat the Website as a Capital Asset, Not a Marketing Expense The Hidden Asset on Every Balance Sheet Most companies’ most visible business unit isn’t their retail store, sales team, or even their product. It’s their website. It’s where customers research, compare, evaluate, and often, decide to engage with

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From Visibility to Callability — Building Invocation Readiness

AI Strategy / By

Why the Data Layer Comes First In the last article, “From Visibility to Callability,” we proved that invocation isn’t theory anymore — it’s happening right now.Platforms like Google, Shopify, Walmart, and OpenAI have already re-engineered around structured, callable data. The evidence is overwhelming: if your data can’t be called, your brand can’t compete. But evidence

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When Team GEO Doesn’t Gel: Surviving GEO in a Siloed Organization

AI Strategy, Generative Engine Optimization / By

You made the case that GEO is a team sport, maybe even bought relay race batons engraved with the project name to show team play (yes, I have done that). You explained that success depends on PR, IT, product, and content working together, and you probably built the slide deck—complete with diagrams illustrating shared KPIs

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From GEO Coach to DEO to VP of Answers: The Leadership Path in the Answer Economy

Business Strategy, Digital Effectiveness / By

In a forthcoming Substack article, “Who Is the GEO Coach?”, I describe that role as “a focused version of a Digital Effectiveness Officer — someone charged with making sure the ‘search slice’ of the digital engine is healthy, performant, and well-aligned.” That line deserves some unpacking. For many organizations, the GEO mandate may be the

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