Context Engineering
The work of choosing, and keeping current, what the model sees on a call (instructions, tool definitions, conversation history, retrieved data). Anthropic's guiding principle: find the smallest set of high-signal tokens that maximizes the likelihood of the desired outcome.
AI and GrowthTerm 68 / 81
In practice
Your competitor can use the same model; the difference comes from the customer context the model works with (our reading). In personalization, activation and retention, context often matters more than the model: an agent that does not see the customer's plan, recent usage and open support ticket at the right moment gives everyone the same answer (our reading). Context is not free either; every piece you add is tokens, which means inference cost. The test: is what the agent sees about the customer the same as what a good account manager checks before a call?