Occasional essays on messaging, lean teams, and marketing from what you stand for.
No sequence, no drip. Just the thinking, when there's something worth saying.
Your Numbers Went Up. Did Your Business?
Why so much “performance” marketing performs for the report instead of the company, and what a lean team should measure instead.
Read · 6 minAI Can’t Recommend a Company That Can’t Explain Itself
Search is changing fast. The fix isn’t a new tactic. It’s the oldest one in marketing: knowing exactly who you are and saying it the same way every time.
Read · 6 minWho Owns the Mission After the Sale?
For 25 years, Ben & Jerry’s was the proof that a mission could survive an acquisition. This year a court read the fine print. Here’s what founder-led companies should take from it before their own exit.
Read · 7 minYour Marketing Problem Isn't Marketing. It's Messaging.
And that's a bigger problem than you think.
Read · 24 minProfit Is Fuel, Not the Destination
A challenge to the idea that the purpose of business is simply to make money — and why your customers stopped believing it before you did.
Read · 16 minRead something that sounded like your company?
Thirty minutes, no pitch. Tell me what you're working on and I'll tell you honestly whether the problem is marketing — and whether I'm the right person for it.