// category
№ 001 · Feb 2, 2025
I own three pairs of Stan Smiths. They are not my personality. They are also not evidence of having no personality. They’re a signal — and pretending signals don’t matter is a kind of dishonesty I refuse to participate in.
№ 002 · Jan 26, 2025
In the year I went from a 165-pound deadlift to 285, the quality of my marketing work doubled. That’s not a coincidence. The cheapest cognitive upgrade you can buy is a barbell. The Looker license isn’t what you’re missing.
№ 003 · Jan 19, 2025
I have a Dutch Bros ten minutes away and a Starbucks ninety seconds away. I drive past the Starbucks twice a week to get to the Dutch Bros. That’s not a marketing observation. That’s a marketing diagnosis.
№ 004 · Jan 12, 2025
The thickest brand voice doc I’ve held was eighty-two pages. The brand it described could not write a tweet that didn’t sound like every other tweet in its category. The two things were not unrelated.
№ 005 · Jan 5, 2025
The instinct to fix a product problem with a marketing budget is one of the most expensive mistakes in this industry. Content is an amplifier — it makes the good more visible and the bad more visible. Pick which one you have before you spend the budget.