Integrated Agency Blog

David LARPs Goliath

A decade after FabCom coined the term syntextual™, Microsoft validates our line of thinking with the launch of their Syntex product

Here’s the back story. In May 2019, we sounded the alarm about voice search. There wasn’t a way to explain it in a word, so we made one up: syntextual™, a portmanteau of syntax + textual.

Syntextual™ is the fusion of syntax-based and contextually semantic-distinguishable words and phrases based on an individual’s search intent.


We didn’t realize it would be a thing until a year later when we tried to explain the goal of artificially intelligent, automated marketing funnels in this white paper dated Feb 5, 2020. We kept coming back to that trusty syntextual™ word to also describe the emerging process of AI intent discovery by monitoring a user’s word arrangement within their surrounding geographic, tempographic, demographic, psychographic, and behavioral context. Syntextual™ relevance is the entire basis of our neuromarketing philosophy, and will appear in the forthcoming second edition of CEO Brian Fabiano’s book, Neuromarketology.

While the lot of copywriters here don’t claim to rival Shakespeare or Lewis Carroll, we don’t need permission to invent new words. So we put a ™ on syntextual, and staked our claim to a new word. But nobody expected the likes of Microsoft to notice, which just launched their Project Cortex’s first product earlier this month on Oct. 1, 2020, dubbed Sharepoint Syntex. It wasn’t the intent, but our little agency ended up LARPing Microsoft.

For a nominal fee of around $60 per year for each user, you can allow Syntex to collect, interpret, classify, and automate at scale all the content within your Microsoft instance. It essentially converts unstructured data into structured data. The use cases are limitless for a busy company. For example, when writing an ABM email to a prospect who was being worked five years ago by an ex-employee, Syntex will present key points you need to know about the who-what-where-when of that discussion, even if it was only implied. That way, you won’t end up wasting the customer’s time.

Syntex makes it possible to not only democratize, but also immortalize the continuum of esoteric or tribal knowledge. During Q4 2020, we are validating Syntex as a tool that empowers our team to deliver Syntextually relevant content to the customers of our clients and improve our day-to-day intraoffice and remote communications.