ZERLOTTI SIGNAL / PRIVATE ADVISORY FOR THE AI TRANSITION
Read the curve before it reshapes your industry.
Zerlotti Signal is a private AI strategy advisory practice for CEOs, founders, and boards. The Strategic Reading approach anticipates structural shifts before the market prices them in. Rodrigo Zerlotti works with a limited number of C-suite leaders at a time. The window to decide from a position of strength is twelve to twenty-four months.
The Signals
Early intelligence memos on the moves that will define your market.
Each Signal is a short, direct brief on a technology shift that will force a strategic decision, usually before most leadership teams realize it is coming. No commentary. No trend summaries. Just the implication for whoever is in the room when it matters.
Signal
Leadership
Clear Accountability Triples the Odds of AI ROI
The article examines why organizations with clearly defined accountability are three times more likely to report a return on AI investment. It connects decision authority, CEO involvement, and the ability to correct or stop projects.
~5 min readSignal
Strategy
Job titles are dissolving into ways of operating
The article argues that the AI transition does not eliminate jobs: it dissolves the org chart's boxes themselves, and what takes their place are predominant ways of operating. Building on the archetypes Boris Cherny mapped inside the Claude Code team, it shows why the org chart was designed for a cost of execution that no longer exists and what executives should map instead.
~3 min readSignal
Strategy
AI Is Splitting Between Consumption and Work
The article argues that AI has begun to split into two operational categories: consumption and work. The distinction matters because consumer AI changes habits, while work AI reorganizes the way a company operates.
~5 min read
The Strategic Reading approach
Three layers. One decision.
The Strategic Reading approach runs every analysis through three layers: technology, strategy, decision. Most leaders only see one. Zerlotti Signal works all three together.
01 / TECHNOLOGY
What is real, what is marketing.
Separating production-ready capabilities from those still theoretical. Technical depth without jargon, at the level of detail a C-suite leader needs to decide, and nothing beyond that.
02 / STRATEGY
Where the curve changes the game.
Mapping which AI moves reposition your market and which are noise. Identifying where competitive advantage is forming, before the market prices it in.
03 / DECISION
What to do now.
Translating technical and strategic reading into concrete choices: capital, organization, timing. The final deliverable of the advisory is not understanding. It is a decision.
Why Zerlotti Signal
Thirty years of pattern recognition. Operator, not commentator.
Four waves, one consistent reading
Internet, cloud, mobile, SaaS. Now agentic AI, the wave that compresses all the others. Thirty years reading the same curve.
Four companies built and sold
DbLive (IoT/weather, patent granted), Suiteplus (NetSuite Brazil), Rezolve (e-learning on ERP frameworks, acquired by DOT Digital Group), Enlizt (recruitment). Operator, not commentator.
C-suite at global scale
CAIO, CTIO, and COO at DOT Digital Group. GM LatAm at Avalara. Operations across the US, Brazil, and Latin America.
Technical foundation, not keynote opinion
Aerospace Engineering from ITA. Graduate work and research in computing at the University of Texas at Austin.
Most executives will understand AI too late. A few will not. This advisory is for them.
Rodrigo Zerlotti