Positioning & Strategy
Essays on the strategic choices that define what a company is and isn't — ICP, messaging, market position. For founders whose product works but whose story doesn't land.
Mar 4, 2026
Don't Hide Behind Ads
Founders who can't describe their offer in one sentence use ad spend as a shield. The channel isn't failing you. You're asking it to hide your confusion at scale.
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Mar 2, 2026
The Accidental Cheesecake Factory
Why founders build products for everyone and end up speaking to no one — and what the identity trap behind it actually looks like.
Read EssayThese essays are the thinking. The service is where it meets your company.
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