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.
Why "everyone" is not your customer
"Everyone could use my product" is true and useless. Everyone could also use a lot of things they'll never buy from you specifically.
The businesses that struggle to get noticed usually aren't struggling because they're too narrow — they're struggling because they're trying to speak to a crowd and ending up speaking to no one.
Talk to one person clearly. The right ones will recognize themselves.