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Thoughts on life, coaching & mindful living

A collection of stories about design, travel, food, nature and the quiet art of slowing down.

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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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