The Positioning Muddle
Positioning vs branding vs marketing: three words founders use interchangeably and shouldn't. One decides what you are; the other two only carry it.
Read →The Reads · Archetype
Archetype Reads
The Louder Budget
Why isn't my marketing working? Often the message was never clear, and a bigger budget just pays to repeat something nobody understood the first time.
Read →The Understood Problem
When customers don't understand what we do, the instinct is to spend more on reach. Usually it's a clarity problem wearing a reach problem's clothes.
Read →The Everything Pitch
How to explain what your business does, when you do a lot: stop listing everything. Lead with the one thing a stranger can hold, and let it earn the rest.
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