Writing · Tagged
7 pieces on this thread.
Positioning · July 25, 2026 · 7 min read
We all sound the same because copying the category leader feels safe, and safe is what makes a page invisible. The Catalog Cut takes ninety seconds. Open the five homepages a buyer would shortlist you against, then strike every sentence that could run unchanged on any of theirs. What survives is your positioning. If nothing survives, you have a catalog entry.
Go-To-Market · April 18, 2026 · 7 min read
Low awareness turns a launch into a conversion problem. Broad claims run on borrowed trust, and an unknown company has no account to draw against. Narrow the buyer, make one promise, bring proof that could have gone the other way, and launch where intent already exists.
GTM Strategy · April 3, 2026 · 7 min read
Boards don't fund activity. They fund a motion they believe will repeat at a cost they can model. Four moves cover it. Where we win, the motion behind it, the part that isn't working, and the one bet we're funding next. The third one buys the other three their credibility.
Strategy · April 1, 2026 · 8 min read
Most SaaS companies at a growth plateau decide the brand is broken. Usually the positioning stopped matching the market, and nobody noticed because positioning doesn't look like anything. A rebrand changes the identity. Repositioning changes what you stand for and who you serve. Run the five-question diagnostic before spending six figures on the version of the work that has a deliverable everyone can see.
SaaS Growth · March 28, 2026 · 8 min read
Four things end a subscription. The customer was never a fit and our messaging said otherwise, the customer was a fit and never got far enough to find out, the customer got value and couldn't prove it to anyone with a budget, or the product genuinely can't do the thing. Only the last one is a product problem, and it's the rarest. We rewrite the other three into roadmap items because a roadmap item is something we know how to build. Diagnose the type first, then fix in order, starting upstream.
Positioning · March 26, 2026 · 9 min read
When features converge, difference has to be claimed rather than demonstrated. There are three places to claim it. Own the customer the leader walked away from, rewrite what buyers evaluate on, or name one outcome nobody else will say out loud. Running all three at once is the thin coat, and a thin coat covers nothing.
Strategy · March 25, 2026 · 7 min read
Investors pass on GTM stories that list what a team has been doing. They're scanning for one thing, evidence that the motion repeats. The clearest proof is the same-spot test. If we can name what our motion reliably gets wrong, we have a system. If everything went well and nothing went the same way twice, we have anecdotes. Five layers carry the story, and there are honest stand-ins for every one of them at pre-seed.