THE NEWSLETTER
Notes on messaging, positioning, and the revenue problems hiding underneath them
You don’t need weekly marketing tips. You probably already have enough advice.
This newsletter is a slower, more practical look at the patterns behind stalled launches, unclear positioning, weak messaging, and sales friction — especially in B2B companies where the problem is rarely just “marketing.”
I write twice a month about customer understanding, positioning, messaging, and the commercial signals teams often miss until growth starts slowing down.
Previous notes
The foundation AI needs (and nobody built)
The output looks right. It just sounds like everyone else
The persona you've been overlooking
AI will update your personas. It won't tell you it's the wrong one.
That 2026 rebrand on your roadmap?
Most rebrands fix the surface. The best ones start with what customers think.
Why smart teams write bad copy
Knowing your product too well is its own kind of problem.
Why sales hates your new slide deck
Marketing built it. Sales ignored it. The reason is not what than you'd think.
Your customer research is gathering dust
Good research doesn't fail at the insight stage. It fails at the handover.