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Field Notes.

A vendor selection table where four vendors tick most of the same feature boxes, and Vendor A is already marked as preferred6 min read

Positioning

Why having a brand strategy matters in B2B

B2B buyers lean toward some vendors long before they compare features. Here’s what brand strategy has to do with it.

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A red paper plane standing apart from a row of dark folded paper9 min read

Positioning

A positioning guide for AI products

When anyone can build the product, what sets one apart is the brand around it.

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A grid of colorful app icons, each showing either the letters AI or a four-pointed sparkle7 min read

Positioning

Positioning AI products: what it looks like in 2026

I looked at over 20 software companies and reverse-engineered the positioning strategy behind each one. Four patterns came back.

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Six app icons, each standing for a productized service: competitive analysis, financial audit, compliance check, SEO audit, candidate comparison matrix and prototype sprint8 min read

Productization

A guide to service productization

Productization makes your expertise easier to buy and less costly to deliver. Here’s how far to take it.

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Two fictional agency menus side by side showing identical service line items and prices8 min read

Productization

What can marketing agencies learn from tech?

Read three agency services pages and you have read the same page with a different logo on it.

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A red horseshoe magnet next to a steel fishing hook on a blue background7 min read

GTM Strategy

Inbound vs outbound: which should you invest in?

“How do I get more inbound?” is often the wrong question. Here’s what to ask instead.

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Ten black bowling pins in formation with a red head pin tipping at the front10 min read

GTM Strategy

What’s a beachhead strategy and how to make it work?

Going broad feels like ambition. For a small team, it mostly means more conversations than anyone can win.

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Four red wooden blocks falling like dominoes, the last one still standing15 min read

GTM Strategy

4 key questions to find the right GTM strategy

Much of the GTM advice online was written for someone else’s buyers.

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