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 11, 2026
Who Is This Product For — And Why Can't You Answer That?
Most founders can't describe their ideal customer because they've never had the conversation. You don't have a marketing problem. You have a conversation problem.
Read Essay Mar 4, 2026Don'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.
Read Essay Mar 2, 2026The 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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