---
id: "quote-inclusion-not-sentiment"
type: "quote"
source_timestamps: ["§ Inclusion—Not Sentiment—Is the Real Competitive Bottleneck"]
tags: ["strategy", "sentiment-analysis"]
related: ["claim-inclusion-is-bottleneck"]
speaker: "John Gale, Luca Cian and Luc Wathieu"
speakers: ["John Gale", "Luca Cian", "Luc Wathieu"]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-new-25-get-ai-to-surface-your-brand"
sourceUrl: "https://hbr.org/2026/06/how-to-get-ai-to-surface-your-brand"
sourceTitle: "How to Get AI to Surface Your Brand"
---
# Inclusion over sentiment

> "The strategic question is not 'how do we make AI say nice things about us?' It is 'how do we make our brand includable in AI responses?'"

— [[entity-john-gale|John Gale]], [[entity-luca-cian|Luca Cian]] & [[entity-luc-wathieu|Luc Wathieu]]

The rhetorical hinge of the argument that [[claim-inclusion-is-bottleneck|inclusion, not sentiment, is the real bottleneck]].