SpaceX and Salesforce both renamed AI products this month, and neither of them picked the timing. On September 29 a federal order told government agencies to say "super intelligence" instead of "artificial intelligence." It doesn't apply to private companies. Within twelve days SpaceXAI was becoming SpaceXSI and Salesforce's AIForce was SIForce anyway. I'm staying out of the politics. The brand side is what I keep thinking about. If a word in your name came from somewhere else, whoever controls that word controls when you rebrand. Meanwhile Intuit did a big AI push this year and called it Intuit Intelligence, on a name it already owns. Calendly grew into a platform with AI features and stayed Calendly. Pleo moved into mid-market spend and kept its name and its pink. None of them has anything to change this week. If you want trend words in your copy, put them in the descriptor line. That takes an afternoon to change. Your company name takes a year. I wrote this week's BRIGHT Method about it, with a quick test you can run on your own name and deck. Read on Substack Read on Linkedin Read on X

Search to action in one flow

Buoy in dark mode: one search finds the customer, shows what they owe and how late they pay, and sends the reminder.

A concept I designed in Figma and built as a working prototype.

Case study: https://buoy-case-study.vercel.app

Super clean work!