# Insights — S40 Works

> Founder articles from Mark Wiltshire on how South African small businesses get found, trusted and chosen as search shifts to AI answers and customers decide on their phones.

- **[Want to know if you can still be found and trusted?](https://s40works.vercel.app/insights/still-be-found-and-trusted)** — Why ranking is no longer enough — and what a local business can control if it wants to be quoted by AI.
- **[Why being cited is now a credibility issue for South African small business.](https://s40works.vercel.app/insights/citation-is-a-credibility-issue)** — An S40 Works point of view on where trust is won — and lost — in a mobile, word-of-mouth market.
- **[The five places South African small businesses lose customers — and how to plug the leaks](https://s40works.vercel.app/insights/five-places-you-lose-customers)** — A walk through the real customer path — Find, Trust, Contact, Follow-up, Review — and where money quietly leaks out at each step.