What's Up With That is an AI tool kit designed to help users read more like experts by providing instant analysis of any article, paper, or report they encounter online. The browser extension creates a real-time map of the state of the art in any industry and identifies what's new in whatever content you're reading within seconds.

The extension offers 35+ analysis tools based on mental models including Red Team analysis, Causal Loop Diagrams, and other critical thinking frameworks. It automatically captures data points for your decisions as you read and provides features like key point extraction, context simplification, and recommendations for related reading. Users can see what's truly innovative in their field, critique content, identify opportunities, and get personalized research plans.

The tool works by installing the browser extension and clicking on any page - whether it's an article, PDF, research paper, news story, email newsletter, or YouTube video. Analysis runs only when users click the extension, with page text analyzed on-demand and never stored. The system creates a real-time map of industry standards to compare against new content.

Benefits include reading smarter, learning faster, and deciding better by understanding content quickly and critically. Use cases include strategy development, innovation research, sales and competitive intelligence, and general research work where users need to comprehend complex material efficiently.

The product targets professionals working in Strategy, Innovation, Sales/Competitive Intel, or Research who read things they wish they understood better. It's available as browser extensions for Chrome, Firefox, and Safari (pending approval), with mobile versions for iOS and Android coming soon.