Insights, not content.
Essays, teardowns, and the occasional uncomfortable opinion — written by the operators doing the work, not the marketing team.
New piece roughly every two weeks. Subscribe below to get them in your inbox.
The death of the agency briefing.
If you’re still writing 40-page briefs and sending them over the fence, you’re paying for a slower version of yourself. An argument for embedded teams, shared Slack channels, and the end of the “client-side” / “agency-side” distinction.
Read the essay ↗Filter by format. Essays are point-of-view. Teardowns deconstruct other people’s work. Playbooks are practical guides we’ve actually run.
What Notion got right about category creation.
A category isn't a positioning statement. It's a vocabulary your customers use against your competition.
SEO after the AI overview.
Topical authority, structured data, and being the source — not the summary. A practical 2026 framework.
Don't hire a head of marketing yet.
The most expensive mistake we see Series-A founders make. What to build before the org chart.
The newsletter is the channel again.
What we're seeing across nine email programmes in 2026 — opens, deliverability, and the quiet death of Substack envy.
Sara Halsey on founder brand vs. company brand.
What happens when the founder's LinkedIn outperforms the company's, and how to manage the seam.
How to actually attribute paid media in 2026.
MMM, incrementality tests, and the boring spreadsheet that beats every attribution platform you'll be sold this year.
Positioning is a posture, not a sentence.
Why the 'for X, who Y, we Z' template produces marketing decks but not market position.
Five B2B homepages we redesigned in our heads.
Linear, Vercel, Stripe, Ramp, and Mercury — what works, what we'd change, and why most B2B sites look identical now.
The KPIs we stopped reporting on this year.
Three vanity metrics we've walked back to our partners, and what we report on instead.
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