---
id: "quote-marketing-paradigm-shift"
type: "quote"
source_timestamps: ["§ How to Market to LLMs"]
source_url: "https://hbr.org/2025/06/forget-what-you-know-about-seo-heres-how-to-optimize-your-brand-for-llms"
source_title: "Forget What You Know About Search. Optimize Your Brand for LLMs."
tags: ["strategy", "conclusion"]
related: ["concept-share-of-model", "concept-resolution-optimization"]
speaker: "David Dubois, John Dawson and Akansh Jaiswal"
speakers: ["David Dubois", "John Dawson", "Akansh Jaiswal"]
quote: "It’s a fundamental change in consumer behavior that demands corresponding shifts in marketing: from persuasion to precision, from keyword to advice, from market share to problem-share."
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-ext-10-optimize-brand-for-llms"
sourceUrl: "https://hbr.org/2025/06/forget-what-you-know-about-seo-heres-how-to-optimize-your-brand-for-llms"
sourceTitle: "Forget What You Know About Search. Optimize Your Brand for LLMs."
---
# The shift in marketing strategy

> "It’s a fundamental change in consumer behavior that demands corresponding shifts in marketing: from persuasion to precision, from keyword to advice, from market share to problem-share."

— [[entity-david-dubois|David Dubois]], [[entity-john-dawson|John Dawson]] and [[entity-akansh-jaiswal|Akansh Jaiswal]]

A succinct summary of how marketing departments must evolve their KPIs and tactics for the AI era — the article's thesis in one line. Ties together [[concept-share-of-model-d10|Share of Model]], [[concept-resolution-optimization|resolution optimization]], and [[concept-semantic-niches|problem-share / semantic niches]].