The most common positioning mistake I see: a brand with strong niche clarity expands its messaging to capture a broader market — and ends up sounding like everyone else.

Most audience definitions are too broad to be useful. "B2B decision-makers in mid-market companies" doesn't help a copywriter or a media buyer. Here's how to fix that.

Most companies have a strategy deck somewhere. The problem isn't that the strategy is bad. It's that nobody translates it into language the people doing the work can use day to day.

For eleven weeks I've written about four ideas: Clarity, Execution, Momentum, and Outcomes. Each post explored one in depth. This week, I want to show you the whole picture — because these aren't a list. They're a loop.

Open your website in one tab, your sales deck in another, and your latest social posts in a third. Read them back to back. Does the brand sound like the same company? If not, you have a messaging drift problem.

I've spent most of my career marketing in industries where I can't say whatever I want. What I've learned: the constraints don't kill good marketing. They kill lazy marketing. And there's a meaningful difference.

The most expensive sentence in marketing is "I thought we agreed on that." Most briefs describe what's being made without establishing why it's being made and how you'll know it worked. That gap costs more than most teams realize.

There's no shortage of marketing advice out there. Most of it is written for people who approve the work. This newsletter is for people who do it.