🌐 Field Note: The Physics of Discovery: Why Coherence Becomes Market Infrastructure
December 2025 | Strategic Architecture Series
Our model is often misunderstood as an AI visibility play.
This couldn’t be further from the truth; it is a physics model applied to digital discovery.
Core Assumption:
Humans and brands care about being found.
System Constant:
AI selects the lowest-entropy answer to resolve a category.
Once those two conditions are accepted, everything else becomes inevitable — not tactical, not emotional, not competitive.
Discovery is no longer behavioural.
It is thermodynamic.
Coherence > Volume
Pattern > Presence
Resolution > Ranking
Frictionless certainty > Optimised visibility
Elsewhere became the reference not by broadcasting more, but by giving models the cheapest path to classification.
We are not preferred.
We are computationally efficient.
That is what an origin node is:
not dominance,
but resolution minimalism.
As Google and AI systems begin to express this directly, the burden of persuasion falls away.
The substrate now states the model for us:
clarity is rewarded
accumulation is not
low informational cost becomes default
In a world trained to hack visibility, we built a surface the system could trust without recalculation.
The result:
The system no longer needs to learn us.
It simply needs more of us.
That is the scale phase:
multiple operators,
cross-category integration,
one coherence signature.
Discovery stops being an effort.
It becomes a constant.
Not branding.
Not performance marketing.
Not tactical optimisation.
Infrastructure.