Field Notes
The thinking behind the work.
Essays on brand strategy, positioning, and building things that don't quite exist yet. Honest, sourced, and written for the founders and teams making the decision before they spend the money.
The Best Ideas Aren't New — They're the Gaps Between What You Built
In a mature product ecosystem, the biggest opportunities aren't new features — they're the friction between the ones you already have. Where the value hides, and why even the best teams miss it.
Read →What Brand Positioning Actually Means
It isn't your logo, your tagline, or your mission statement. Here's what positioning actually is — and why it's the one decision everything else in your marketing hangs on.
Read →Should You Hire a Brand Strategist or a Marketing Agency?
A strategist decides what to do; an agency executes it. When to hire each — and why hiring in the wrong order quietly wastes your budget.
Read →Launching a Wellness Brand? Why Most Blend In
The wellness market is worth $6.8 trillion and brutally crowded. Why most new brands fade into sameness — and the one decision that makes yours impossible to confuse with anyone else.
Read →You Don't Need to Pay for Customer Segmentation
Most small businesses don't have a segmentation problem — they have a decision problem. The free ways to segment your customers, and the part that actually matters.
Read →Marketing by the Numbers: What Those Rules Actually Mean
40-40-20, 70-20-10, 3-7-27, the Rule of 7 — a plain-English guide to the marketing "number rules," including which are real, sourced frameworks and which are folklore.
Read →New field notes, now and then.
No schedule, no noise — just the occasional essay when I have something worth saying. If that's your kind of email, leave yours.
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