Insights · Field notes
Strategy
Positioning, category design, and offer strategy for founder-led companies — where the brand decides what you can charge and who says yes.
Strategy 5 min
The niche trap
Why going broad is a strategy for staying invisible.
Mar 30, 2026 Read →
Strategy 5 min
The offer is the strategy
Get the offer right and everything else gets easier.
Mar 30, 2026 Read →
Strategy 6 min
Stop optimizing the wrong thing
Effort without leverage is just expensive exhaustion.
Mar 30, 2026 Read →
Strategy 7 min
Positioning is leverage
The difference between being seen and being chosen.
Nov 5, 2025 Read →
Strategy 6 min
Position before pixels
Why brand clarity outperforms aesthetics every time.
Nov 5, 2025 Read →
Strategy 5 min
Build your cathedral
The case for structure, devotion, and repeatable craft in brand work that compounds.
Oct 21, 2025 Read →
Put it to work
From reading to a decision.
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