Dive deep into business, brand and strategy.
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The Intelligence Layer They’re All Missing
TL;DR. The $153 billion global research industry (surveys, management consulting, analyst firms, social listening, and now AI search) sources its evidence from people and companies who know they are being observed. I call that performed signal. Every source biased in the same direction, toward the audience the data was produced…
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Cloudflare’s gravity, and the map I drew to explain it
♛ 12.05.2026 The intelligence layer every research tool is missing Read Time: 6 Minutes Hello Two things this week. A Gravity Report on Cloudflare, and a chart I drew to explain why reports like it can exist in the first place. Both sit on the same idea. Most of what executives…
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Cloudflare built the internet’s Immune Layer
A note before you read this: I’ve been watching Cloudflare for a long time. What Matthew Prince, Michelle Zatlyn, and Lee Holloway built, and what the team continues to build, sits in a category of its own. Fifteen years of decisions that quietly hold up a meaningful portion of the…
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The 72-Point Lie
♛ 05.05.2026 The 72-Point Lie Read Time: 7 Minutes Hello In 2005, Bain surveyed 362 companies. 80% of executives said their company delivered a superior customer experience. 8% of their actual customers agreed. The gap is 72 points. It is the most quoted statistic in customer experience consulting. It is also…
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Homepage ‘positioning’ scam
♛ 28.04.2026 Homepage ‘positioning’ scam Read Time: 6 Minutes Hello Today’s digest stems from two earlier posts: The $50B Homepage Optimization Scam Destroying B2B and The 2.35% Reality of B2B Websites. If you haven’t read them, here’s what they established. B2B companies spent roughly $50 billion on website optimization last year. 9%…
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Imagine an Airline CEO
♛ 21.04.2026 One Crash, Millions of Flights, The Math Is Fine Read Time: 6 Minutes Hello Imagine an Airline CEO: One Crash, Millions of Flights, The Math Is Fine There is a sentence no airline CEO has ever said out loud, at least not while keeping their job: “We only had…
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Does AI recommend your brand?
Does AI recommend your brand? Hello Not “does AI know about your brand?” Knows and recommends are different things. I ran Notion through 5 AI engines this week. ChatGPT, Perplexity, Claude, Google AI, Grok. Five real buyer questions across all five. Notion appeared in 9 of 25 responses. Here’s the…
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The Shopify paradox
♛ 14.04.2026 The Shopify Paradox Read Time: 12 Minutes Hello When What You Sell Isn’t What You Operate Last week’s piece, The Verb Problem, made the case that Shopify describes itself in verbs (enable, simplify, arm the rebels) while its customers describe it with a noun they never name: becoming. The…
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You got the direction of travel wrong
Think Different. Just Do It. Red Bull Gives You Wings. Read them again. Notice what they’re about. Not one of these taglines describes a product. Apple doesn’t mention computers. Nike doesn’t mention shoes. Red Bull names itself but says nothing about energy drinks. Every one of them is about you.…
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The verb problem
♛ 07.04.2026 The Verb Problem Read Time: 8 Minutes Hello What Shopify Teaches Every Founder About Positioning I spent several weeks studying Shopify. Not the product. Not the stock price. The language. How the company describes itself. How customers describe it. And the distance between those two descriptions. That distance turns…
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Stop doing this right now
♛ 31.03.2026 Stop packaging yourself Read Time: 6 Minutes Hello You don’t have a packaging problem. You have a framing problem. I was on a coaching call recently where the person spent the first fifteen minutes trying to figure out how to describe what they do. Better headline. Better bio. Better…
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Nerdio: The Command Layer
A Note Before You Read: I’ve been following Nerdio and Vadim’s work the past few weeks, paying close attention to the content, the conference, the community, and the story being built in public. What you see here comes from genuine curiosity, not criticism. This analysis was assembled from publicly available…
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