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

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22+ 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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Founder having a customer discovery conversation to define their first buyer profile
ICP & Targeting
Apr 2026 6 min read

How to Define Your ICP When You Have Zero Customers

You can’t wait for customers to tell you who your buyer is. You have to…

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