Context is everything

Large language models - ChatGPT, Claude, Copilot, pick your flavour - are brilliant pattern-matchers. They don't "think" in any human sense. They predict what comes next based on patterns in the data they've seen.

So when you ask a question, the model looks for the most statistically likely way to respond, not the one that fits your specific world. That's why the same tool that can draft a solid strategy in one chat churns out corporate slop in another.

The difference isn't the model. It's the context.

AI is like having a brilliant, very literal-minded colleague who knows almost everything but none of it is personal. Without context, it doesn't know whether you're running a solo consultancy, a global business or looking for a recipe. Whether you're writing for clients, for the board or something funny for a birthday card. Whether "growth" means a £20k quarter, a £20m round or an effective A level study plan.

Context is what turns AI from a chatbot into a proper partner. The moment you explain why you're asking something, the quality of the response jumps tenfold. It’s a lot like real life really.

Three layers of context matter most

First, there's your overall business context; the setting. What kind of business are you in? Who are you selling to? What's the big picture? A single line changes everything: "We're a B2B consultancy helping companies adopt AI. Our focus this quarter is building awareness and starting enterprise conversations." Suddenly, the AI knows what kind of advice, tone, and content to generate.

Then there are your personal objectives. AI can't read ambition. It needs you to tell it. "I want to sound like a strategic advisor, not a tech implementer." Now it knows the tone, level, and direction you're aiming for. It'll stop trying to explain how neural networks work and start helping you sound credible in front of clients.

Finally, there's the wider business context; everything orbiting your work. The politics, timing, or market noise that shapes what you need. "Our leadership team is restructuring, and we need to communicate stability to our clients." Suddenly, the AI's advice won't sound oblivious. It'll adjust accordingly.

When you give context, the AI stops reacting and starts reasoning

It gets sharper, more relevant, and weirdly intuitive. Without it, you get boilerplate. You waste time fixing what could've been right first time. With it, responses are aligned to your strategy. Insights feel specific, not generic. You move faster and make better decisions.

Context doesn't just make the AI smarter this is where it makes you faster.

Build a context document you'll actually use

The quick win? Create a single structured document that captures your business context, personal objectives, and current priorities. Think of it as a brief you give to any colleague joining mid-project - except this one's for AI.

It doesn't need to be long. A page or two covering:

• Where you are now (business model, focus, stage)

• What you're trying to achieve (goals, audience, tone)

• What matters most right now (priorities, constraints, context)

Once it's written, you reach for it every time you need AI to deliver something useful. Drop it at the top of your prompt, adjust the details if something's shifted, and suddenly you're working with a tool that understands the game.

Better still: it evolves with you. Update it quarterly, or whenever your strategy shifts. The document becomes sharper as your thinking does.

If you're using AI across a business, make the document shared

Consistent context turns random outputs into coherent strategy. A shared context document means everyone briefs AI the same way. The same business model, same audience, same strategic priorities. No more jarring tonal shifts between departments. No more explanations that sound like they came from different companies.

Train your team to treat it as a living brief. Update it together. Use it to feed custom GPTs so the context sticks. Done right, your AI tools start sounding like part of the team - not someone trying to guess what you meant.

The payoff is precision, speed, and strategic depth

AI thrives on context because it connects data to judgment. Answers that actually fit your world. Less rework, more flow. Outputs that align with your direction, not just the task.

Context is the difference between "it will do" and "useful."

If you want sharper answers from AI, don't just ask better questions: give better context. Build the document. Use it. Refine it. The real intelligence isn't just in the prompt. It's in how well you've set the scene.

Want a head start? We've built a custom GPT to help. It will walk you through the three layers of context and give you a structured document as a solid foundation.
Contact us for a link to the free GPT