Positioning & GTM, in practice
Practical notes on positioning, messaging, and go-to-market. Plus case studies from founder-led work, as they're published.
Teardown: scaling ad spend on unclear messaging
The most expensive GTM mistake isn't a bad channel; it's paying to send more people to a message they can't parse.
Aug 18, 2026 · 1 min read
TeardownsTeardown: feature-focused pitch decks
When the deck walks feature by feature, the buyer never hears what changes for them.
Aug 15, 2026 · 1 min read
PositioningPositioning is a decision, not a tagline
Most teams treat positioning as copywriting. It's actually a series of strategic choices, and the choices are where the value lives.
Aug 12, 2026 · 3 min read
GTM StrategyThe 9 parameters that predict launch risk
Before you spend on launch distribution, score the nine things that decide whether the market will actually adopt what you're shipping.
Jul 28, 2026 · 2 min read
MessagingMessaging that survives contact with sales
The hero copy that wins the click is not the language that wins the deal. Here's how to build messaging that holds up in the demo.
Jul 14, 2026 · 2 min read