I can't stand chaos.
So I build order for a living.
RSS Feed Most people treat marketing as a pile of tactics and a bit of hope. I treat it as ten steps in a fixed order. Do them in sequence and it works. Skip one and it breaks three steps later.
I write about it every week.
You're welcome, or I'm sorry, depending.
Recent posts
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A product description is not a value proposition.
The document arrives from product under a different name, full of enthusiasm and the corporate holy trinity. A value proposition has four parts, and a product description answers roughly one of them.
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A filter is not an audience.
Two buyers with identical job titles can be in opposite situations, and the business card cannot tell them apart. A filter shows you who is allowed on the list, not who actually has the problem, so define the audience by behaviour and situation instead.
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The sales team doesn’t cold-call Antarctica.
Sooner or later every kickoff asks who the product is for, and the answer is always everyone. It is the one answer nobody in the room objects to, and the only one that cannot be executed.
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You find what you came looking for.
Customer conversations rarely find problems. They confirm the one you walked in with. The filter sits in the hearing, not the asking, and there is a boring fix that works.