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The site holds essays, case studies, a reading library, and a map of the ideas. If you only have a few minutes, take one of these.
If you read one thing
Positioning vs Messaging: Why You Keep Rewriting Your Homepage
If your copy never sits still, you do not have a messaging problem. You have a positioning decision you have not made.
If you want proof I have done this
Building Distribution Before Product Maturity
A live protocol with real volume, one thin channel of attention, and a product most newcomers could not yet explain to themselves. Three channels built from zero, and 105,000+ organic impressions across seven.
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The short version
How I got here, what I know, and why this site exists.
In the Open
How I think about positioning, trust, and getting technical products understood: the same work I do for a living, sent when a new piece goes up. No noise, unsubscribe in one click.
Free. It opens in Substack, where the essays and Notes live.