Bill Hunt

How We Built CYA Protocols Into Hreflang Builder (And What We Learned the Hard Way)

Agency Management / By

Why SaaS Software Needs Extra Layers of CYA Hreflang implementation is notoriously fragile. It touches multiple systems, depends on various teams, and spans dozens of moving parts across markets. When it fails, the default assumption is simple: blame the vendor. That’s why we had to engineer CYA (Cover Your Assets) protections directly into Hreflang Builder.

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Epiphany 28: Cover Your Assets – Why Agencies and SaaS Teams Need CYA Protocols

Epiphanies / By

The first time I ever experienced a “Cover Your Ass” (CYA) boss was as a teenager working summer shifts at a trucking company with my father. The operations manager was the textbook definition. Every move he made prioritized self-preservation and avoiding blame above all else, even if it cost the company money or made the

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Scammed by the Answer: Rethinking Responsibility in the AI Era

AI Thoughts / By

Why platforms, governments, companies, and consumers must share the burden of trust This article was sparked by a Washington Post story last Friday about a traveler who was scammed after calling a fake number surfaced by Google’s AI Overview. Reading it, I realized the frustrations I first wrote about two years ago—when I questioned whether

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From Clarity to Autonomy: How the Project Alignment Brief Reduces Chaos and Builds Trust

Epiphanies / By

In Epiphany 27, “Commander’s Intent: Leading with Clarity, Letting Go of Control”, I highlighted that effective leaders focus not on micromanaging the how things get done, but on conveying the why and the what—the intended outcome should be, not every task detail. But in the real world, especially in fast-moving organizations, intent is often implied—not

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AI Search is Reshaping the Landscape—Some Adapt, Others Retreat into Caution

AI Thoughts / By

Search Makes the Earnings Call Highlights Reel Historically, companies avoided directly naming Google in investor communications, even when traffic dropped or algorithms changed. But with the rise of zero-click searches decimating organic traffic, AI Overviews and generative search, the gloves are off. Thanks to a comprehensive roundup by Glen Allsopp at Detailed.com, we now have

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Epiphany 27: Commander’s Intent: Leading with Clarity, Letting Go of Control

Epiphanies / By

One of the most impactful leadership concepts I’ve carried from the Marine Corps into marketing and business is the idea of Commander’s Intent. In the military, before any exercise or combat operation, every Marine knows two things: Leadership is not just about barking orders or sticking rigidly to a plan. It’s about clarity—clarity of mission,

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The KPI Trap: How Misaligned Metrics Sabotage Digital Performance

KPI Trap / By

Most teams aren’t failing—they’re being measured to fail together. “Why can’t we just fix the SEO?”Because SEO isn’t broken. Your incentives are. I’ve been in the room with dozens of Fortune 500 companies, dissecting why their organic performance is flatlining despite massive budgets, smart people, and best-in-class tools. The pattern is almost always the same.

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