Writing
Writing is not a side hobby. It is how the thinking gets tested.
Essays about markets and products, a weekly newsletter read by 15,000+ people, literary work published in journals and anthologies, and research I run in the open.
Essays
- 18 June 2026Search is becoming an answer, and that is a product problemWhen 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 2026Most growth problems are positioning problems wearing a costumeTraffic briefs, conversion briefs and churn briefs often describe the same underlying failure: the company has not established what it is for, and for whom.
- 11 March 2026Personas 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.
- 27 January 2026Positioning is not copywritingIf the words outrun the product, you have bought yourself an expensive disappointment. Positioning should be the shortest accurate description of real value.
- 14 November 2025Stop 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.
- 5 September 2025You 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.
Published elsewhere
Heart Puzzle
Embracing Our Differences — 2023 Gallery · 2023
Selected work exhibited in the 2023 gallery.
Onesmus
Mount Hope Magazine — Roger Williams University
Published prose.
Selected work in EgoPhobia
EgoPhobia (Romania)
Published in the Romanian literary magazine EgoPhobia.
Death Poem: Lamentations
WildSound Festival For Poetry · 2025-05-19
Featured poem.
Ends
Discretionary Love
Published work.
Newsletter
That's Wasserp — weekly SEO and marketing newsletter
NO BS Marketplace · 2025 — present
A weekly newsletter I write and productised; 15,000+ subscribers, open rates around 25%.
[LINK PENDING]
Research
Monthly AI visibility experiments
Internal research — selected findings shared publicly · 2025 — present
A recurring experiment cadence tracking how AI assistants surface, cite and recommend brands.
[LINK PENDING]
Book
A Song For The Corpse
Amazon (Kindle)
A published collection — see the book page for detail.
Start here
Have a problem worth thinking through?
If you're trying to understand a market, make sense of customer behaviour, decide what to build, sharpen your positioning, or work out where growth is actually coming from — let's talk.