Ideas
Notes on marketing, brands, and why people buy.
Video, articles, and breakdowns on marketing, customer behavior, creative, content, and business. Mostly lessons learned the hard way.
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Category positioning done wrong (and how we fixed it)
How a heart rate monitor marketed as a calorie tracker found its real category.
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Why Lowering Your Price Is Almost Always the Wrong Answer
What to do when price keeps coming up in sales conversations.
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Why the Best Email We Ever Sent Had Nothing to Do With Copywriting
A 76% open rate from an email about a product that had been on the shelf for years.
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Start Before You’re Ready. Refuse to Quit Once You’re In.
A hike, a dance competition, and why starting matters more than being ready.
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You’ve Been Talking About the Wrong Thing Your Entire Business Life
A street performer’s lesson on what customers actually pay for.
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Why Getting Better at What You Do Won’t Get You More Clients
Why improving the work doesn’t automatically bring in more clients.
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You can’t write the label when you’re inside the bottle
Why it’s so hard to describe your own business, and how to see it from the outside.
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Your Marketing Isn’t Working Because You’re Not Saying Anything That Matters
Consistency and polish only help when there’s real value behind the message.
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