---
title: "Our Thinking: Essays on Research and Innovation Decisions | antedote"
description: "Essays from antedote on the questions behind commercial decisions: what an AI answer leaves out, what a launch adds, and when a brand needs a new direction."
url: "https://antedote.com/thinking/"
---

# Thinking on the decisions our clients face.

Short essays on questions that come up when a business has to choose. They draw on our experience and, where it helps, on published evidence, which we link.

## Essays

AI and judgment · 4 min read

### [What gets lost in a convincing AI answer?](https://antedote.com/thinking/what-gets-lost-in-a-convincing-ai-answer/)

AI can help teams explore and interpret more. The risk is losing the differences that should change the decision.

- *Innovation and growth* · 3 min read

    ### [Would this grow the business, or just the range?](https://antedote.com/thinking/would-this-grow-the-business-or-just-the-range/)

    An idea can appeal to customers and still add little to the business. Its value depends on what it changes across the whole offer.

- *Brand strategy* · 3 min read

    ### [Does the brand need a new message, or a new direction?](https://antedote.com/thinking/does-the-brand-need-a-new-message-or-a-new-direction/)

    A new campaign can improve how a brand is understood. Sometimes the harder question is what it needs to stand for.

- *Customer choice* · 3 min read

    ### [What would customers have to give up to choose you?](https://antedote.com/thinking/why-customers-who-want-to-switch-stay-put/)

    An offer can be better and still ask people to give up something they value, from a routine that works to the certainty of the familiar.

Every piece here is written and reviewed by the antedote partner named on it. We use AI to help research and draft; the thinking, the judgment and the checks are ours.

## Working through one of these questions?

Bring the question as your team would put it. We’ll arrange a 20–30-minute conversation about how we could help.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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