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Season 7—Spring 2026  ·  18 episodes  ·  Through-line: the human architecture of institutional change
Why AI Scaffolding
Matters More than Use Cases
Flowers · S6
Decentralized
AI is the Future
Goertzel
Canonical
Knowledge is Key
DosSantos
What AI as
Cheap Prediction Means
Gans
Cheap Prediction,
Expensive Change
Goldfarb
Folk Law &
Fax Machines
Pahlka
Inside The
Infinity Machine
Mallaby
Crisis Is
Your Opening
Nitze
The Confabulation
Machine
Ratliff
No Strategy
Without Vision
Evergreen
When Agents Have
Wallets, Trust Is Currency
Cohen Freue
Nuclear Fusion,
No Power Lines
Frankle
The Checklist Your
Deck Is Missing
McMillan
Knowing Before
Doing
Hasbe
The Pyramid Was
Always Wrong
Barzun
Structure Before
Features
Schwartz
Selling to
Machines
Scheibenreif
What Agentic
Orchestration Actually Means
Hosts
You Are the
Circumstances
Godin ← Latest
New Ideation
New this week  ·  S7E18 · Seth Godin
Ideation

You Are the Circumstances

Most stuckness is not a lack of tools. It is entanglement—two incompatible wants held at once. Three years after The Song of Significance, Seth Godin returns with The Knot and a stricter pair of questions: what is the work for, and who is it for? A person will wink at the granite. A model will not.

Originating episode · You Are the Circumstances · Invisible Machines  ·  Seth Godin  ·  S7E18  ·  September 2026
Read the full Ideation →

You are the circumstances.

—Seth Godin
Related ideas: Entanglement The Knot Proximal empathy False proxies Integration
In this ideation
Episode
Free
You Are the Circumstances—Seth Godin · Invisible Machines
Seth Godin  ·  Author, The Knot
You Are the Circumstances · Invisible Machines
S7E18  ·  September 2026  ·  Video + transcript
Book excerpt  ·  From the Practice
Free  ·  4 min
Seth Godin
BOOK EXCERPT: The Knot
The conspiracy of stuck—and the three-letter difference between and and but.
Read excerpt →
UXM Article  ·  From the Practice
Free  ·  8 min
UX Magazine Staff
Lie to AI and It Will Believe You
On The Knot, first principles, and why the pin in most AI knots is an identity you won’t say out loud.
Read article →
UXM Article  ·  From the Practice
Free  ·  9 min
UX Magazine Staff
Five Obvious (But Not So Obvious) Truths from Seth Godin
In 2023 he asked for a handbook. In 2026 he brings The Knot. Five lines that were true the first time—and got stricter.
Read article →
UXM Article  ·  From the Practice
Free  ·  10 min
UX Magazine Staff
Five Obvious (But Not So Obvious) Truths About Service Design
Five realizations from the book and the season. Each is trivially true—and each invalidates a whole category of work.
Read article →
Episode  ·  Referenced
Free  ·  transcript
Matthew Barzun  ·  S7E14
The Pyramid Was Always Wrong
Comes up in the Seth Godin conversation on empathy-based compromise versus the compromise of average—Mary Parker Follett’s integration.
Read transcript →

New Articles

All articles →
Organizational design

Leadership in the Age of Infinite Fluency

Fluency is not understanding. Pavel Bukengolts on a one-page Decision Brief that keeps AI from inflating confidence.

Pavel Bukengolts  ·  6 min
Service design

What Is a Service Blueprint in the Age of AI?

Ben Reason on evolving the service blueprint into a collaboration space for humans and AI, starting with healthcare and B2B.

Ben Reason  ·  8 min
Interaction design

The Day the Interface Stopped Waiting

Tushar Deshmukh opens Designing the Machine: when the interface acts first, interruption is the safety feature, and one mistake can end the relationship.

Tushar Deshmukh  ·  6 min
Interaction design

Making Complex Products Feel Human: Designing Mascots for B2B SaaS

Roman Yakovlev on mascot systems for TitanApps and Coupler.io—from Jira-inspired character casts to guidelines, AI workflows, and conference swag.

Roman Yakovlev  ·  11 min
Interaction design

Is Endless Prompting Becoming a Dark Pattern Like Infinity Scrolling?

Unpredictable outputs, sunk costs, and phantom errors: Anina Botha asks whether endless prompting rewards companies the way infinite scroll rewards engagement.

Anina Botha  ·  4 min
Service design

7 Practical Service Design Ideas for Small Business Owners

Seven service design ideas you can try this week: walk the journey, design the first five minutes, remove one frustration, and lead the experience you want delivered.

Amo Deo  ·  4 min
Organizational design

BOOK EXCERPT: The Knot

From Seth Godin’s The Knot: the conspiracy of stuck, and why and moves forward while but keeps you entangled.

Seth Godin  ·  4 min
Organizational design

RTFC (Read The Full Contract): If It’s Signed, It’s Real

Contractors: the conversation isn’t binding. The document is. Pavel Bukengolts on RTFC, red flags, and why once it’s signed, it’s real.

Pavel Bukengolts  ·  9 min
Ideations—Season 7 All ideations →
Future-Solving
Naming the human-feeling outcome before the tool parade begins: map what must become true, let exploration stay fuzzy while the vision stays sharp, and refuse to substitute vendor matrices for strategy.
↳ Evergreen, S7E9
Also in: vendor bake-off essays, members kickflip arc
◉ Episode ◉ UXM article ◉ Members essay ◉ Transcript
Canonical Knowledge
One governed layer of meaning everyone agrees to treat as source-of-truth—so agents and humans aren’t improvising incompatible copies of the same policy, pricing rule, or clinical pathway.
↳ DosSantos, S7E2
Also in: scaffolding episodes on operational truth
◉ Episode ◉ Guest article ◉ Transcript ○ Members essay
Cheap Prediction, Expensive Judgment
When prediction drops toward zero marginal cost, the binding constraint stops being “can the model guess right?” and becomes “who is accountable for acting on it inside messy institutions?”
↳ Goldfarb & Gans, S7E3–4
Also in: complements to prediction economics
◉ Episode ◉ UXM article ◉ Transcript ○ Members essay
The Confabulation Machine
LLMs as conviction engines: fluent, plausible, and prone to completing narratives that never happened—a design problem for verification layers, not just model knobs.
↳ Ratliff, S7
Also in: Shell Game cluster essays
◉ Episode ◉ UXM essays ◉ Members essay ◉ Transcript
Latest Episode Episode page →
Read now  ·  Invisible Machines S7E18
You Are the Circumstances—Seth Godin · Invisible Machines S7E18
Seth Godin on You Are the Circumstances
Seth Godin  ·  Author, The Knot
Most stuckness is entanglement. Extra effort does not help. AI makes the lie expensive: a person will wink, a model will not. You are the circumstances.
Recent Episodes
S7 · Hosts
What Agentic Orchestration Actually Means
You cannot trust the orchestratee to be the orchestrator.
S7 · Don Scheibenreif
Selling to Machines
Adoption is bottom-up while denial is top-down.
S7 · Evan J. Schwartz
Structure Before Features
You own the outcome, AI owns the output—structure before the feature.
S7 · Matthew Barzun
The Pyramid Was Always Wrong
Bottom-up is still a pyramid—constellation thinking for agentic orgs.
S7 · Sudhir Hasbe
Knowing Before Doing
Graph databases as the agent knowledge layer—knowing before doing.
S7 · Jeff McMillan
The Checklist Your Deck Is Missing
Knowledge before agents at enterprise scale.
S7 · Jonathan Frankle
Nuclear Fusion, No Power Lines
Fusion-grade models without the grid—and specification beyond benchmarks.
S7 · Brian Evergreen
No Strategy Without Vision
Vision-first strategy and procurement theater.
S7 · Federico Cohen Freue
When Agents Have Wallets, Trust Is Currency
Knowledge before action at enterprise scale.
S7 · Evan Ratliff
The Confabulation Machine
Truth, narrative completion, and verification design.
S7 · Marina Nitze
Crisis Is Your Opening
Sensemaking failure and crisis engineering practice.
S7 · Sebastian Mallaby
Inside The Infinity Machine
Capital, concentration, and frontier models.
S7 · Jennifer Pahlka
Friction Is the Feature
Folk law, implementation gaps, and civic systems.
S7 · Avi Goldfarb
Cheap Prediction, Expensive Change
Complements, judgment, and organizational cost stacks.
Members Essays Member essays →
Members only  ·  Josh Tyson
Usurper, My Collaborator

On feeding a finished novel to Claude, and why collaborating with the usurper is easier than standing watch.

Original analysis  ·  Tied to Selling to Machines
Selling to Machines Collaboration Writing Claude
Josh Tyson  ·  10 min read  ·  August 20, 2026
Read members essay →
Also in members
Knowing Before Doing Canonical knowledge
How Do You Like Them Apples?
🔒 Members essay · Josh Tyson · July 14, 2026 · 8 min
Invisible Machines Social contract
Did We Agree to This?
🔒 Members essay · Josh Tyson · May 6, 2026 · 9 min