Writing · Tagged
4 pieces on this thread.
GTM Strategy · March 29, 2026 · 8 min read
Most PLG attempts fail because we ship the front door and never build anything behind it. A free trial is a distribution tactic. Product-led growth is a decision about who does the selling. The thing to test before you launch a trial is the unescorted hour, and trial length has almost nothing to do with it.
Positioning · March 22, 2026 · 7 min read
Correct positioning fails about as reliably as bad positioning. We describe the system where a person should be, so buyers nod slightly and leave. The human failure moment is the specific hour when someone was exposed and couldn't defend themselves. Name that moment and the urgency comes back.
Positioning · March 8, 2026 · 8 min read
Your homepage describes what you built. Your buyer showed up carrying a problem. Every line that names a capability instead of a situation widens the address gap, and most of them won't pay it. No design refresh gets that money back. Writing down the before does.
Positioning · March 8, 2026 · 7 min read
Near-zero signup-to-paid conversion is a positioning problem long before it's a funnel problem. Broad positioning fills the top of the funnel with a curious majority who look identical to buyers in every dashboard and never pay. The repair is language specific enough to push the wrong people away before they ever sign up.