Thinking
Good strategy starts with better questions
Frameworks, arguments and working notes. This is where I try to explain why things work rather than list what I did.
Search · 18 June 2026 · 7 min
Search is becoming an answer, and that is a product problem
When an assistant answers instead of listing results, the question stops being 'how do we rank' and becomes 'what are we reliably known for'. That is decided upstream of marketing.
2 May 2026 · 6 min
Most growth problems are positioning problems wearing a costume
Traffic briefs, conversion briefs and churn briefs often describe the same underlying failure: the company has not established what it is for, and for whom.
GrowthPositioningDiagnosis11 March 2026 · 6 min
Personas describe people. Jobs explain decisions.
JTBD is a lens, not an identity. Used well it explains why someone switched; used badly it becomes another artefact nobody opens.
JTBDJTBDCustomer research27 January 2026 · 5 min
Positioning is not copywriting
If the words outrun the product, you have bought yourself an expensive disappointment. Positioning should be the shortest accurate description of real value.
PositioningPositioningMessaging14 November 2025 · 6 min
Stop building workflows. Start giving objectives.
Companies are becoming collections of integrations. The interesting question is what happens when the connective tissue can be told an outcome instead of a sequence.
AIAIProduct strategy5 September 2025 · 5 min
You do not have a data problem. You have a question problem.
Teams drowning in dashboards are rarely short of numbers. They are short of a decision the numbers were collected to inform.
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