// § 01 — rambles, served fresh
№ 011 · 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.
№ 012 · Dec 22, 2024
Most academic market-entry projects fail because they confuse research for thinking. The team reads twelve reports and arrives at a recommendation any competent operator could have produced in an afternoon. We did the opposite.
№ 013 · Dec 15, 2024
Procurement officers are not engineers. The deck has to land before the spec sheet does. The case for tiered B2B communications when six people in a room each need a different reason to say yes.
№ 014 · Dec 8, 2024
Most sale-week marketing reads like a screaming flyer. Ours read like a magazine. The customers stayed longer, came back sooner, and returned fewer things. The case for editorial during the discounting Olympics.
№ 015 · Dec 1, 2024
I deleted nearly a quarter of a nine-figure category and it had its strongest year on record. Less choice. Sharper hero. More money. The case for cutting your SKU tree to the bone.