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.
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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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