Whats Up With That

The world is changing really fast, faster all the time, because changes are compounding.

In high pressure situations, athletes and other experts use two things to perform under pressure: intuitive pattern recognition and practiced sequences of moves.

I’ve built an AI version of those expert moves that you can run in your browser. What’s up with that does four things:

* it gives you context-specific pattern recognition — the ability to see what’s actually significant in anything you read.

* It gives you sequences of questions that structure your thinking the way an expert would.

* It extends your memory, surfacing connections across things you’ve read weeks apart.

* And it extends your perception, monitoring the internet for risks and opportunities related to your projects.

What's Up With That is performance enhancement technology for people who think for a living. It's the best thing to bring to a time of great change.

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Do you work in Strategy, Innovation, Sales/Competitive Intel, Research, or Change Management?

Do you read things you wish you understood better?

Introducing What's Up With That: An AI toolkit to read more like an expert.

It's performance enhancing technology for people who think for a living.

🎯 See What's Actually New

One click reveals the key points of whatever you're reading. Our AI separates genuinely novel information from standard industry knowledge, so you know where to focus.

⭐ Build Your Evidence for Decisions

Put decisions you need to make in your Decision Drawer and we'll automatically monitor anything you analyze for data points relevant to any of your open decisions. Click "synthesize" and we'll draft a synthesis of that evidence, with source citations, from the point of view of you or your organization.

⚡ Automate Your Research Power

Every account gets 35+ analytical tools. Critique the message and the messenger. Extract playbooks. Map competitors. Identify emerging opportunities. Run the tools you choose or get a personalized research plan to run automatically with one click.

🔒 Your Data, Your Control

Safety reviewed by Google at every update.
✅ Runs only when you click — no page content is read until then
✅ Page text analyzed on-demand, never stored
🌱 2.5% of subscriptions go to carbon removal

📄 Works on any webpage, YouTube video, email in browser, doc, most PDFs. Free tier included.

👋 Hi, I'm Marshall Kirkpatrick. I've been making tools like this for years — as the first writer hired at TechCrunch, an NYT-syndicated journalist, and in collaboration with organizations from Walmart to the UN.

Now you can use some of my favorite thinking processes with the click of a button. I hope you find it useful and use it to do good work.