Hello
What I built while fighting the superflu
I’ve been down for three weeks. The superflu caught me right before the finish line. Still shaking it off as I write this. But I didn’t want to close out 2025 without saying thank you and giving you something useful.
So here’s both.
First, the thank you.
This year changed how I work. The conversations got sharper. The founders who reached out were more serious. The questions got harder, which made the work better.
The Clarity Kit took shape because people kept asking for it. The frameworks tightened because you pushed back on what didn’t land.
That’s not nothing.
That’s everything, actually.
So, thank you. For reading. For sharing. For trusting the process when positioning still felt abstract.
Now, the tool.
I built something called Sell vs Buy.
It does one thing: surfaces the gap between what you sell and what your customers actually buy. Most companies don’t see this gap. They know their product. Their features. Their pricing.
But what customers are actually buying?
Silence. Or they repeat their homepage headline.
Here’s the reality:
You sell software. They buy peace of mind.
You sell consulting. They buy confidence in front of their board.
You sell a course. They buy a version of themselves they couldn’t access on their own.
The gap between these? That’s where positioning lives or dies.
Sell vs Buy analyzes your website against unprompted customer voices on LinkedIn, G2, Reddit, and social channels.
It breaks down:
→ What you think you sell
→ What you actually sell (your decisions reveal this)
→ What customers say they buy
→ What customers actually buy (the transformation, not the features)
Then it shows you the gap. Clearly. Sometimes uncomfortably. This is one small piece of the CEO Clarity Starter Kit, blown out into its own thing. A taste of what the whole diagnostic surface looks like.
It’s beta. A first version, and it will get better.
But I believe in shipping early. Same approach I took with the Clarity Kit. Build in public. Improve with feedback.
Closing out 2025.
I’m going back to bed. Still have a few more days of recovery ahead.
But I wanted this out before the year turned. See you in 2026.
