Dive deep into business, brand and strategy.
-
How Cluely Owns “Command” and Why Your Tactics Don’t Matter
Why This Series Exists Most business advice is backwards. It starts with tactics (growth hacks, funnel optimization, messaging frameworks) and works backward to strategy. But tactics without position are just expensive experiments. You’re throwing spaghetti at the wall and calling the ones that stick “insights.” Here’s what actually works: Position → Identity → Distribution →…
-
Howie.ai’s Position: The AI Secretary That Owns Delegation
TL;DR Howie doesn’t compete for “best scheduler.” It owns “secretary,” an entirely different mental territory. By reframing scheduling as delegation rather than self-service, Howie created a position where 1,000+ customers pay $25-95/month to CC an AI assistant that handles meetings with human-grade etiquette. The hybrid model (AI + human review) isn’t just about accuracy; it’s…
-
The most dangerous advice comes from those who succeeded without knowing why
Everyone loves that Dakota Meyer quote about not taking criticism from people you wouldn’t take advice from. LinkedIn eats it up. Founders tattoo it on their minds. It’s also completely backwards. Here’s what I’ve learned analyzing hundreds of companies through the positioning lens: Successful founders are terrible at explaining their own success. Ask Stewart Butterfield…
-
Why 99% of Experts Would Get Chexy’s position Wrong
Ask a LinkedIn “positioning expert” for Chexy’s position and they’ll give you articulation — who it’s for, how it’s different, what it replaces. That isn’t positioning. That’s framing. Let me show you the status quo (framing) versus the reality (positioning), and why Chexy is the counterexample that proves the rule. Quick primer if you don’t…
-
The Industry’s Biggest Confusion: Why Framing Isn’t Positioning
Most positioning work isn’t positioning at all. It’s framing. And this confusion is costing companies their shot at mental monopolies. Here’s a simple test. Pull up any company’s “positioning document.” If it starts with “We are…” or “Our product…” or answers “Who’s it for?” and “How’s it different?” That’s NOT positioning. That’s framing. This isn’t…
-
The 2.35% Reality of B2B Websites
Over the last month, I wrote and covered that B2B websites influence just 2.35% of your total addressable market. And the response has been… intense. Comments and DMs range from marketers defending their budgets to CEOs questioning their spending. And surprisingly, a lot of agreement from people who’ve suspected this for years but couldn’t prove…
-
Why Everything You Know About Go-to-Market Strategy is Backwards
Note: Grant’s post about choosing between “rabbits” (many small customers) and “whales” (a few large enterprises) perfectly illustrates how even smart people can confuse tactical distribution choices with strategic positioning. He thinks he’s describing how to choose your go-to-market strategy, but he’s actually documenting symptoms while missing the disease (the causality flows opposite to what…
-
The Day I Stopped Believing in Product Superiority
What would you have to believe for positioning to be more important than product? I’ve been asking this question for 20 years. To Fortune 500 CEOs. To startup founders. To myself. Most people think it’s a ridiculous question. Of course products matter more. Products are real. Products solve problems. Products create value. Positioning? That’s just……
-
How to get clients (A system)
(Note: This is from the Digest newsletter I send out every Tuesday. Sign up below.) Stop Building Websites. Start Building Relationship Capital. Relationship Capital is the only growth system that matters in service-based businesses (consulting/advisory). Not leads. Not traffic. Not brand awareness. Relationship Capital is the compound value of trust, proof, and access you’ve built…
-
Air India’s Performance of Safety
This post is about the gap between what companies say and what they do. I wrote it to help you see the difference between a polished crisis response and a real commitment to change. You will get a look at the mechanics of corporate messaging versus the reality on the ground. We will use Air…
-
The Lego turnaround story gets told wrong
The Lego turnaround story is often told. It is rarely understood. Most see operational discipline. Cut costs. Focus on the core. CEO saves company through efficiency. That reading mistakes tactical fixes for strategic architecture. 2003: Lego bleeds $1 million daily. Specialized pieces overflow warehouses. Star Wars sets rot after movie hype dies. Classic turnaround setup.…
-
Great Jeans, Not Great Genes
American Eagle’s “Sydney Sweeney Has Great Jeans” campaign triggered outrage, applause, and (crucially) 700,000 new customers. Everyone thinks they know why. They’re wrong. In this moment, we’re going to do three things: 1) The Hook: “It worked because celebrity + controversy” American Eagle hired a famous person, made a cheeky pun, Twitter exploded, and suddenly:…
Get Your CEO Clarity Starter Kit