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A few weeks ago, I shared my journey of learning about semantic models. The idea that shared, agreed definitions and logic are not just a reporting construct, but a way of scaling how a business thinks and operates. That all sounds good in theory. The harder question is what it actually looks like in practice. We have been exploring this at SeedGrowth Analytics through NOAN, an AI-native knowledge management system. Instead of knowledge living across documents, folders, and versions, you start building something more connected. Almost like a “company brain” (I've shared a snapshot below of what ours looks like), it's a living network of facts, decisions, and context that evolves with the business. As those facts change, everything connected to them updates. Far less rework, no version control issues, and no more searching across multiple places to figure out what is actually true. What I have so appreciated, although it's been hard work, is that we have had to properly define things that often stay implied, such as: ▪️ What we actually stand for ▪️ How we make decisions ▪️ The principles behind our services ▪️ The language we use to describe our work When you make those explicit, you start to see gaps quickly and where misalignment exists. Seeing our business knowledge mapped as a connected graph has made clear just how important structuring our information is. AI will only ever reflect the clarity of the system it sits on. If your definitions and logic are fragmented, your outputs will be too. If they are structured and shared, you start to build something that can scale. Kudos to Neal Mann and the NOAN team for what you are building, along with the community you are creating. And the speed at which you respond to feedback and ship updates is phenomenal!

The moment on the sales call they realize they've needed a company brain not a company shitshow all these years 😆. It highlights one of the most fascinating aspect of rethinking what a company is to be completely AI-native: Very few people realize what is possible. Leave all your preconceived notions of what you need behind you. Most people think you need PDFs ❌ Most people think you need documents ❌ Most people think you need a CRM ❌ Most people think you need a project management platform ❌ All wrong. It's like thinking you need a horse and cart to go from one place to another. Your company is your context. You need a way to accurately transfer information - you need a company brain you can talk to. -------------------- We're building NOAN, the fact layer for humans and agents to work together. If you're looking to make your business AI-native then grab time on my calendar for a demo, or try NOAN for free today for 14 days. https://www.getnoan.com/

It's 2026, you want to be AI-native but you're building your business like it's 1996 - you need to stop using docs and PDFs. We barely do at NOAN, here's why: We went back to first principles to build a truely AI-native business and we asked ourselves - what is it built on. Docs are just the digital version of paper. PDFs are just a standardized way to share a digitized paper format. It's wild that people are trying to build a business that needs to be built around context, on a format that was first proposed in the 1700s - A4. Think about it next time you open a google doc, or read a PDF. You're looking at something based around how things used to be done. We don't use them, because NOAN is built on facts. A NOAN fact is a select piece of information for your business, auditable, versionable and accessible on our API by humans and AI. It's a true single source of truth built on a format that agents would recognize. If you're working on docs and PDFs then newsflash, you're building on a format that my grandad, who was a printer, was very very familiar with. Let that sink in... True first principles thinking asks a simple question - what are we trying to achieve? The answer is the transfer of accurate information. We don't need docs of PDFs for that now and we won't in the future. We need a fact layer. -------------------- We're building NOAN, the fact layer for AI-native business. A completely AI-native company and shipping it to our users so they can be AI-native too. If you're looking to make your business AI-native then grab time on my calendar for a demo, or try NOAN for free today for 14 days. https://www.getnoan.com/

Fact control is the future of business - here's what happened I combined a fact on NOAN with our new memories feature which enables preferences to be automatically be stored, and the rest of the assistant's powers. Instant newsletter in our format. Natural language control, no need to know prompts or give context. One of the coolest things about building an AI-native business from the ground up and shipping it to our users is sometimes you have no idea what is possible when you release a feature. I sent this to our power users whatsapp group this morning as you can see my reaction. If your team is making random stuff based on your shitshow of business knowledge, then come find out what the future of business is - it's built on a foundation of natural language and fact control. Grab a slot in my diary! Link in the comments.

The future of workflows in AI lies in natural language. You won't be drag and dropping in the future, well you don't even have to now with NOAN here's a great example. Here I go through about a 12 step workflow with just built with natural language - researching Rob Fell a user as an example lead. As Sangeet Paul Choudary points out many AI roll outs fail because they automate workflows that should really be collapsed instead. That's exactly what we believe and why we're focussed on natural language control and building NOAN as the first fact layer for AI-native business to enable anyone to automate their business. We are fundamentally rethinking how a business works and what it is. Because the future won't be built on something that was invented when the quill was around, it's time to leave those documents and PDFs behind. ----------------------- We're building NOAN, the fact layer for AI-native business. A completely AI-native company and shipping it to our users so they can be AI-native too. If you're looking to make your business AI-native then grab time on my calendar for a demo, or try NOAN for free today for 14 days. https://www.getnoan.com/

If you have to manually move something for project management - you're using the wrong platform. This is where the magic of building product is now, it's not easy to make AI work effectively every time. It takes a lot of thought and the right architecture that can build something that can be controlled by natural language. We integrated natural language project management into NOAN just talk to your assistant and it is 🔥 The future will be built on voice and fact control. -------------------- We're building NOAN, the fact layer for humans and agents to work together. If you're looking to make your business AI-native then grab time on my calendar for a demo, or try NOAN for free today for 14 days. https://www.getnoan.com/