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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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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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B2B startup founder reviewing customer traction data before raising funding
Fundraising
Jun 2026 7 min read

Why B2B Founders Should Raise Funding After Traction

A founder I worked with spent 4 months pitching investors. He had a pitch deck,…

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b2b startup founder reviewing transparent pricing tiers on their website
GTM Strategy
May 2026 7 min read

Why B2B Startups Need Transparent Pricing

A founder I worked with built a project management tool for agencies. Clean product. Strong…

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Founder mapping out their ideal buyer profile for a B2B product
ICP & Targeting
Apr 2026 10 min read

The Founder’s Guide to Finding the Right Buyers for Your B2B Product

Most B2B founders spend months selling to the wrong people. Not because their product is…

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