This is where the thinking happens — not polished case studies, not “10 tips to 10x your engagement," just the real observations, patterns, and questions that come up from doing this work.
Some of it's quick. Some of it needs more room to unpack. All of it is meant to be useful whether you ever hire me or not.
Field Notes
Small Truths
Quick observations. The kind of thing you'd catch in a two-minute read between client calls.
Deep Roots
The fuller explorations. Where a Small Truth gets the space it actually needs.
Field Guides
Downloadable guides and worksheets for the stuff that's better worked through on paper than read in a scroll.
Poke around, take what's useful, skip what isn't.
Why "Everyone" Is Not Your Customer
“My product could really help anyone" is one of the most common things a small business owner says, and it's almost always true — and rarely useful.
Here's the problem: marketing to everyone means writing copy vague enough that it doesn't alienate anyone, which also means it doesn't resonate with anyone.
Your Brand Is More Than Your Logo and Colors
Ask most small business owners what their "brand" is, and they'll show you a logo file and maybe a Pinterest board of colors they liked. That's not wrong, exactly — it's just incomplete. It's like saying a house is the front door.