Positions I'm
willing to defend.
Everything here ladders to one of three topics: category design and narrative strategy, marketing as infrastructure, or the fractional CMO model. If a piece ladders to none of them, it does not ship.
Narrative debt: why good companies become harder to understand as they grow
The compounding tax a company pays when its messaging outgrows its original clarity. How the gap forms, what it costs, and why naming it is half the work.
Category creation beats category competition
If you are fighting on features inside someone else's category, you have already lost the high-ground play. Choosing the game is the decision that decides the rest.
How to build a marketing system that works on $5K a month
Most early-stage budgets fail on allocation, not size. The system that makes a small budget compound instead of leak.
Most attribution is theater
The industry's obsession with attribution models obscures the harder work of building a narrative that compounds.
Scale does not require full-time presence
It requires full-time thinking applied at the right inflection points. The case for the fractional CMO model, from inside it.
The longer arguments live in the book.
These essays are working notes for Nobody Knows What You Do, launching September 22, 2026. Shorter versions show up on LinkedIn first.