All Posts

When I first heard about personas as a wet behind-the-ears marketer, it really made sense to me. "We're gonna sell to Alex, who's 35, lives in an urban environment, and has a $90k annual salary. He likes this, he dislikes that." You put up a fake avatar photo and blast it on every wall of the company so that everyone knows who we work for and what they want. But, anyone could be Alex and no one was  Alex. The ad campaign had all the right buttons for this type of persona. Eve

Ahhh, marketing, the land of an ever-growing pool of unclear concepts. Where a conversation about branding  could potentially mean the...

What Are Micro-Certainties? A micro-certainty is a small, undeniable truth about your customer's journey. It's the one thing you can always bet on, no matter how chaotic everything else seems. It's the moment where the fog clears, and you can see a direct line between a customer's action and a future sale. This simple principle allows you to bypass the need for a fully-fledged funnel to start predicting sales with confidence. A Real-World Example in Practice A client of min

You've done the work. You created your Jobs-to-Be-Done (JTBD) report. Now what? Most founders get stuck here. They read the insights, nod...

“We’re kind of like X, but not really…” Does it sounds familiar? Do you spend more time explaining what you do than discussing the value...

Whenever I ask founders this question : Who are you competing against? Most of the time, the answer sounds like this: “We don’t really...

You’ve heard it over and over again. Find your ideal customer. Be specific. It’s solid advice. But when you’re the one doing the work, it...

If you’re building a company today, you’re swimming in advice. Playbooks. Frameworks. Hot takes. It’s easy to confuse what looks strategic with what actually drives progress. So let’s talk about what real strategy feels like (and if it's worth your time), how to recognize the fluff, and how to tell the difference when you see it in the wild. Strategy is not the plan. It’s the set of high-impact focus, made from the best information you have today, knowing it’ll change. Why Fl

“Ship it. The market will tell you what’s working.” It’s true, but only partly. You don’t need a landing page, a free trial, or a...

“ 10X ” “ Hockey stick growth ” “ Growth Hacking” I've seen these mantras quietly destroy startups from the inside. Because I was that...