Terms of Trade · Edition 4: The AI pitch, and Barking Cat’s own terms
The recognition point
Definition
The moment a leadership team knows something in the business is not right before anyone has been able to say what: the numbers are not moving the way the investment said they would, every adviser in the room is proposing a different fix, and no two of them are solving the same problem. It arrives earlier than the diagnosis and later than the first doubt, and it is the point at which a fresh view is needed to name the problem and the remedy. A Barking Cat term.
Field note
The recognition point is like a comb-over: every time you look in the mirror, you know it is not right.
Board question
What is the specific feeling, and when did it start, because that date is usually closer to the cause than the last three board packs are?
Applied through
The homepage: one recognition point, two diagnostic questions, and the principle that the visitor sees their situation described before the practice describes itself. The Review if the feeling is about commercial performance or customer experience; the AI Diagnostic if it is about whether AI will pay back.
Related terms