Building AI-native go-to-market systems @ https://xitter.cf/t.co/aUW7mUqyku. Author CRO Orgs - GTM x tech x org. Heavy token user. Former SaaS founder. Writer. Daddy.
Heidelberg, Germany, The Web
Joined September 2007
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Most AI in GTM is being used to do more of the same for less money.
That's not where I see real opportunity, though.
A thread 🧵
For organizations that want to adopt AI successfully, context is arguably at least as important as the models they use.
The established term for building out the required context is "Context Engineering". But I dislike it. Given that developers were the first people who thought hard about context, it makes sense that the term developed that way.
But buy now, there is ready-to-use tooling that non-technical people can use to build out the context that models need to perform in the context of their organization. It's what we're doing at @nuwacom_ai and the folks over @NotionHQ are another good example.
That's why I believe we need an alternative term that describes consciously designing context. So I propose "Context Design".
While designing context certainly requires expertise, specifically in the applied AI domain, it's not really a technical process. Essentially, you need deep domain and process knowledge about what (the people in) an organization is doing and how that works, and you need to understand how things like skills, agents, LLM wikis, MCP, and the likes function.
If you can use those tools to encode how an organization works - and ideally also understanding how you would redesign a given process in an AI-first way - then you are pretty much covered.
Which, long story short, is why I think that it's much more of a design process, not an engineering process.
What do you think?
In den letzten Jahren sind KI-Tools die primäre UI geworden, mit der ich im Alltag interagiere. Kaum eine Aufgabe, bei der ich nicht Gebrauch von den neuen Werkzeugen mache.
Dabei habe ich aber eines gelernt: KI ist nur so gut, wie ihr Kontext. Klar, es gibt inzwischen erstaunlich leistungsstarke Modelle, von Opus 5 über Grok 4.6 bis bis Kimi K3. Aber out-of-the-box performt jedes von ihnen bei vielen Aufgaben nur so lala. Denn ihnen fehlt... 𝗱𝗲𝗿 𝗞𝗼𝗻𝘁𝗲𝘅𝘁!
Wer mit KI gute Ergebnisse erzielen will, muss also bewusst und aktiv seinen Kontext 𝘨𝘦𝘴𝘵𝘢𝘭𝘵𝘦𝘯. Das trifft übrigens sowohl beim individuellen Einsatz als auch in Organisationen und Unternehmen zu.
Dieser Prozess des Kontextgestaltens wird - vielleicht etwas zu technisch - als "Kontext-Engineering" bezeichnet. Das klingt komplizierter, als es ist: ein gutes KI-System braucht die richtigen Informationen zur richtigen Zeit. Das gilt es sicherzustellen, wenn man bestmögliche Resultate möchte. Nicht mehr, aber auch nicht weniger.
Und im Idealfall gelingt es, das System so aufzusetzen, dass es laufend lernt und sich weiterentwickelt, denn der Kontext ist natürlich keine statische Angelegenheit (übrigens ein Thema, an dem wir bei nuwacom permanent arbeiten).
In unserem neuen Whitepaper "Kontext-Engineering: Eine Einführung für Unternehmen" haben wir versucht, das Thema hands-on und simpel zu erklären und praktische Tipps zu sammeln, wie ihr euren eigenen Kontext bewusst aufbauen könnt.
Den Link packe ich in die Kommentare.
If you hate AI slop, don't blame the technology. Let's make sure that people take responsibility for what they put out in the world.
My colleague @Naomi_fromhh lent her voice to this lovely little video that takes you through the nuwacom platform. If you're curious about what our team is building, it's a great starting point.
Welcome to Twitter/X, @nuwacom_ai
when you have a Claude account from your company, it asks you what to do with your private account during sign-up. You than can switch seamlessly between two accounts, if you say: keep them separate.
However, it appears to create a personal account with your company email. But I have a personal account with another email. Does anyone in the #claude world know, if there's a way to get the same account switch but for two accounts with different email addresses?
𝗦𝗼𝗳𝘁𝘄𝗮𝗿𝗲 𝗺𝗮𝘆 𝗵𝗮𝘃𝗲 𝗲𝗮𝘁𝗲𝗻 𝘁𝗵𝗲 𝘄𝗼𝗿𝗹𝗱. But in the process, it forced millions of people to come up with workarounds and spreadsheets because it enforced workflows that didn't match how we 𝘸𝘢𝘯𝘵𝘦𝘥 to work.
Hold that thought.
In my first interviews with our founders, they asked me for my ideas for the nuwacom platform. I told them it would be great if we could, at some point, allow people to build and run(!) their own applications right inside it.
As a fan of the malleable software movement, I figured that a product enabling businesses to build everything they need, working the way they want, inside their existing AI workspaces - which already know their context and are connected to their tools - would be a potential game-changer.
What got me really stoked, then, was their answer. Turns out, they were already working on that. I didn't expect to hear that, but you can imagine that it got me excited, big time.
Over the last few weeks, our team worked hard to get our latest feature - which we since dubbed 𝗻𝘂𝘄𝗮𝗰𝗼𝗺 𝗔𝗽𝗽𝘀 - out the door. And today's the day.
Apps enables anyone who can write a decent prompt to create a running business app in no time. And because they are deployed and run right inside nuwacom, you don't even have to deal with VS Code, GitHub, or a hosting service. It just works.
We already built some pretty great apps internally. Some of my favorites:
➡️ A 𝗠𝗲𝗲𝘁𝗶𝗻𝗴 𝗣𝗿𝗲𝗽 𝗔𝗽𝗽 that connects to email, Slack, meeting notes, and HubSpot, digs up relevant info, and creates a briefing for upcoming meetings. If it gets anything wrong, I just tell it what to change right in the app and I get an update.
➡️ Our CS team created a 𝗣𝗮𝗿𝘁𝗻𝗲𝗿 𝗔𝗰𝗮𝗱𝗲𝗺𝘆. It makes onboarding new partners interactive and fun. It conveys the information in well-structured modules, then finishes each with a quiz. And users achieve tangible progress in their learning journeys.
➡️ Instead of building slide decks, I started creating 𝗮𝗽𝗽𝘀 𝗳𝗼𝗿 𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻𝘀 that I can flexibly walk through during meetings. No more jumping between slides and just a way better experience for anyone looking for specific info from the presentation later on.
I'm impressed with what already works today (but you don't have to believe me, just try it for yourself!). And knowing it will only get more capable from here, I think the time of having to bend to my tools is coming to an end.
The entire world may be software now. Which is all the more reason to make sure it works the way 𝙬𝙚 want, and not the other way around.
If you want to learn more, I share the link to Alexander's announcement post and a very nice piece by Christophe in the replies.
Here's the post with all the details regarding Apps: nuwacom.com/en/resources/blo…
And here's our CEO Christophe Folschette's post with more insights into the vision behind the feature and why we are building it. nuwacom.com/en/resources/blo…
My colleague Donna wrote a good markdown explainer. Maybe a bit basic for y'all, but in case you wanna step up your markdown game, here's where you can start:
nuwacom.com/en/resources/blo…
I'm currently working (and playing) a lot with a really cool thing we are about to release shortly. I can't give away anything yet, but cüs, I wish I could.
