The Proof Should Arrive In The Order Of The Doubt
Most companies organize proof by asset type. Stronger B2B messaging matches each marketing proof point to the buyer doubt it must resolve.
Essays
Longer arguments on positioning, brand language, founder-led messaging, and how companies become easier to understand.
Why Founders Should Fix The Category Before The Copy
Founders often reach for better copy when the real issue is that the market does not know what kind of thing the company is asking to be.
The Difference Between Positioning And Explaining Yourself
Explaining gives people more information. Positioning helps them make the right comparison before they decide whether the information matters.
Most Brands Do Not Have A Voice, They Have A Vocabulary Problem
A brand voice often sounds inconsistent because the company has not decided which words carry its strategy and which words only decorate it.
