02 · Writing
Positioning
Deciding what you are, for whom, and against what — before you write a line of copy.
Your homepage is vague because you won't name the alternative
How to find the thing your buyer actually does instead of buying you, and how to put it on the page without sounding like a comparison chart.
6 mins read10 August 2026
Your price is read before your copy, and it makes a claim
A price tag tells a buyer who the product is for and what happens if it fails, long before they read a word. Here is how to set one deliberately.
6 mins read5 July 2026
How to run ten customer calls that actually change what you build
A recruiting rule, four questions that produce facts instead of opinions, and the coding step that turns ten transcripts into one roadmap decision.
6 mins read11 April 2026