Thinking that shapes better work.
Practical writing on brand, strategy, audiences, and business planning — written for founders and operators.
The power of brand archetypes: crafting brand personalities.
Rooted in Carl Jung’s theory, archetypes give a brand a character people already recognize — aligning its values, voice, and vision with what its audience actually feels.
Defining user personas: designing for someone, not everyone.
Semi-fictional characters that embody the needs, characteristics, and motivations of your key audience segments — the foundation under every targeted decision.
What is branding? It’s what they say it is.
The old parable: a man wants a woman to know he’s a great lover. How the message travels is the whole marketing dictionary.
Why a lean business plan is what you need.
Business plans take too long to write, are seldom updated, and are almost never read. Documenting your hypotheses is what matters — five one-page frameworks do it.
Apply the thinking to your business.
One conversation about what your business actually needs underneath — and what it would take to build.