♛ 18.11.2025 Unreasonable Hospitality Read Time: 6 Minutes Hello Your P&L Is Your Only Honest Positioning Statement Stop reading. Do this now. Pull up last year’s P&L. Find the line item for “client experience.” Not there? Now open your website. “We’re client-centric.” “True partners.” “Transformation-focused.” One of these documents is lying. Guess which one your clients…

♛ 11.11.2025 Brand strategy doesn’t exist Read Time: 6 Minutes Hello And if it does, it’s either redundant or delusional. This isn’t semantic nitpicking. It’s about a fundamental misunderstanding that costs companies billions and creates organizational dysfunction at the highest levels. What most people call “brand strategy” is one of two things: Business strategy (in which…

♛ 04.11.2025 Why Successful Founders Give Terrible Advice (And You Keep Following It) Read Time: 8 Minutes Hello Successful founders are the worst people to take advice from. Not because they’re lying. Because they genuinely don’t know why they succeeded. And following their advice will kill your company at predictable rates. Watch how this plays out:…

♛ 28.10.2025 Nouns for strategy. Verbs for execution. Read Time: 12 Minutes Hello Why Enterprises Buy Copilot But Can’t Deploy It Microsoft reports that 70% of Fortune 500 companies have adopted Copilot. Salesforce announced $1.2 billion in AI revenue with 6,000+ Agentforce customers. By any sales metric, these companies are winning. So why did Salesforce CEO…

♛ 14.10.2025 “Tiger” Read Time: 6 Minutes Hello The day a dog became “Tiger” is one of my favourite stories, and today I’m sharing it with you.  Years ago, at Northpoint Centre of Learning (Mumbai), visiting faculty Adi Pocha (ex-Creative Director Lintas; founder Squircle Productions) shared a story that permanently rewired my understanding of positioning. Imagine…

♛ 07.10.2025 A car is not a car Read Time: 4 Minutes Hello What the fuck is market sentiment? Market sentiment is perception. And perception isn’t driven by logic. It’s driven by emotion. Not your product. Not your revenue. Not your fundamentals. Perception of what you represent. Here’s the proof: Toyota produces 9.36 million vehicles annually.…

♛ 30.09.2025 WTF is Cloud? Read Time: 8 Minutes Hello HOW FAKE POSITIONING EXPERTS WOULD HAVE KILLED “CLOUD” A Case Study in Why Copywriters Masquerading as Strategists Fail at Mental Territory Ownership THE BRIEF It’s 2005. You’re in a conference room with the world’s best “positioning experts.” Here’s what you hand them: “We have a new…

♛ 23.09.2025 Mental Availability vs Postioning Read Time: 3 Minutes Hello Byron Sharp gets credit for making marketers care about mental availability. But he’s created a new confusion: thinking availability equals positioning. They’re not the same thing. Mental Availability = Probability of being thought of in buying situations Positioning = Owning a specific concept in the…

♛ 16.09.2025 Your GTM is backwards Read Time: 12 Minutes Hello 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…

♛ 02.09.2025 Personal brand garbage Read Time: 5 Minutes Hello Sarah spent $15,000 on a “personal brand consultant” last year. New headshots. New website. New LinkedIn banner. Bio full of adjectives: “transformational, empowering, innovative.” Six months later, her team still saw her the same way: the micromanager who panics before deadlines. Sarah made three fatal errors…

♛ 24.06.2025 The mammalian brain Read Time: 5 Minutes Hello Most brands chase the wrong thing. They spend millions on awareness campaigns. Then wonder why sales stay flat. They pivot to relevance. “We need to be more relevant to Gen Z!” Still, nothing moves. Here’s what they miss: Awareness and relevance are Level 1-2 games. Ownership…

♛ 03.06.2025 Boring website Read Time: 5 Minutes Hello Why Boring Businesses Win Despite Bad Marketing And What SaaS & AI Startups Can Learn Before Their Burn Rates Burn Them Out Most companies don’t fail because of bad messaging. They fail because they confuse messaging with positioning. There’s a big difference between what your website says…