Dive deep into business, brand and strategy.
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Wake Up, Neo
The Tax You Didn’t Know You Were Paying Every Canadian bank, from the giants to the slickest fintech, has built its business on a single bet: you won’t leave. Not because you love them. Not because they’re giving you a great deal. But because leaving is annoying. Think about what…
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Position Is Not an Opinion: The Neuroscience of What Actually Happens in Your Customer’s Brain
Most positioning conversations happen in conference rooms. Executives debate. Consultants facilitate. Post-its accumulate. Everyone leaves with an opinion about what the company’s position should be. Here’s the problem: position isn’t an opinion. Position isn’t what you decide in a workshop. It isn’t what you write on a slide. It isn’t…
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Why “Just Do It” Actually Works: The Neuroscience of Positioning Done Right
Three words. Coined the night before a presentation. Inspired by a convicted murderer’s last words before a firing squad. “Just Do It” shouldn’t have worked. And yet, it’s become one of the most recognized phrases in commercial history. Nike’s market share jumped from 18% to 43% in the decade following…
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Wealthsimple: What Happens When You Own the Door But Want to Own the House
A Note Before We Begin: I need to be clear about something from the start: I’m a huge admirer of what Wealthsimple has built and the work Michael Katchen and his team have been doing. I’ve been following your journey for years, the product evolution, the marketing campaigns, the social…
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Justin Welsh: The Solopreneur Who Proves More Than He Claims
Note Before We Begin: This analysis exists because I’ve been watching Justin Welsh’s work for years and genuinely admire what he’s built. The consistency. The refusals. The quiet proof. It’s rare to see someone walk away from easy money because it doesn’t fit how they want to live. I wrote…
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The Recovery Paradox: What WHOOP Proves Without Saying
Note Before We Begin: This analysis comes from a place of genuine admiration. I’ve been watching WHOOP for years. Will Ahmed’s podcast appearances, the company’s content, and the way they’ve built something that clearly matters to the athletes and performers who wear it. There’s a rare discipline in what they’ve…
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Clay: The $3.1B Category Creator Building Creativity Through Costly Signals
A Note Before We Begin: I’m writing this because I genuinely admire what Clay is building. I’ve been watching Kareem, Varun, and the team for a while now. The content they put out. The way they think about GTM. The courage it takes to burn the boats on a horizontal…
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Shopify: The Existential Platform That Doesn’t Know What It Owns
A Note Before We Begin: I wrote this because I genuinely respect what Tobias Lütke, Harley Finkelstein, and the Shopify team have built. I’ve been following their work, watching their content, studying their decisions. What they’ve accomplished is remarkable. 4.8 million merchants, millions of jobs created, billions in economic impact.…
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The Will Guidara Playbook: How Identity-Driven Positioning Transformed a Last-Place Restaurant into #1
Introduction: Reading the Label They Couldn’t Read Everyone knows the hot dog story. A family at Eleven Madison Park mentioned they’d leave New York without trying a classic street hot dog. Will Guidara overheard this, ran outside, bought $2 hot dogs, had chef Daniel Humm plate them on fine china,…
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The iPod Didn’t Succeed Because of “1000 Songs in Your Pocket” (Autopsy)
Most people believe the iPod won because of brilliant marketing, that iconic “1000 songs in your pocket” tagline. But here’s the problem: competitors had similar marketing. And better features. Double the storage. Lower prices. Longer battery life. Replaceable batteries. FM radio. Voice recording. They all failed. Creative offered 60GB for…
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Notion’s Positioning Paradox: You Already Own What You Think You’re Building Toward
A Note Before We Begin: I wrote this analysis because I genuinely admire what Ivan Zhao and the Notion team have built. Watching their journey, from near-bankruptcy to 100 million users, and following their social media content reveals a level of philosophical commitment rare in software companies. That commitment fascinates…
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Why Successful Founders Give Terrible Advice (And You Keep Following It)
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: A founder builds a billion-dollar company. They look back and see what…
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