Insights

A working point of view on positioning.

Field notes, essays, and frameworks from active engagements. Written for founders, CPOs, and CMOs building for the next market — not defending the last one.

Field Note · 9 min

January 2026

AI search is doubling PR budgets. Positioning is why.

When buyers ask a model instead of a search bar, earned authority becomes the only surface that compounds. Positioning is no longer downstream of marketing — it's the input signal.

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Category · 7 min

Products don't win markets. Positioning does.

Why the best product almost never wins the category — and what to do about it before your Series B.

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Messaging · 6 min

Buyers buy certainty, not functionality.

Enterprise buying committees are trained to reduce risk. Your feature list is not helping.

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Fundraising · 8 min

Investors back companies that own a narrative.

The pitch deck that closed your last round is the one blocking your next one.

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GTM · 5 min

The market rewards clarity over features.

Feature velocity is a tax on positioning. Here's the trade you're actually making.

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Category · 10 min

Positioning is a growth multiplier — not a rebrand.

Repositioning is a systems change, not a copy change. Where most teams get it wrong.

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AI · 11 min

Everyone is 'AI-native.' No one is positioned.

The AI category is collapsing into commodity language. The teams that resist it will define the next decade.

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