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21+ Stories
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B2B founder defining positioning by listing the buyers and segments the product will turn away
Messaging & Positioning
Jun 2026 7 min read

Your Positioning Is Decided by Who You Turn Away

Founders think positioning is about who you attract. It is the opposite. It is the…

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B2B founder choosing to own a narrow corner of an existing category instead of creating a new one
Messaging & Positioning
Jun 2026 7 min read

Stop Trying to Create a Category. Own a Corner Instead.

Category creation is advice from people who already won. For a startup with 5 customers,…

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B2B founder following a 4-step B2B GTM framework to diagnose and fix their broken go-to-market
GTM Strategy
Jun 2026 7 min read

The 4-Step B2B GTM Framework I Use to Fix Any Broken Go-to-Market

ICP, messaging, positioning, pricing. In that order. Every time. The B2B GTM framework I run…

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B2B marketer realizing why ICP first matters after 90 days of zero-customer GTM execution
ICP & Targeting
Jun 2026 7 min read

Why I Build ICP First in Every B2B GTM

I build ICP first now because I tried it the other way once. 90 days,…

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