A guide to finding and fighting villains. Includes reflections on the difference between a business's problems and a business's villain

May 2022

When you craft messaging, there's always more than one unique value proposition
Marketing is the object of derision and sneers; messaging is dinner conversation
Just because AI can be a good writing assistant, doesn't mean it can turn garbage into value

April 2022

Editor in Chief as a ServiceListen now (11 min) | Editing is a key ingredient to perfecting brand messaging. But how to edit?

March 2022

Book Review: HumbugListen now (9 min) | Fantastic resource for understanding theories and ideas about branding and marketing

February 2022

Rule of Three in Brand Messaging and Talking PointsListen now (10 min) | Plus one useful example thereof, from Steve Jobs

January 2022

One final Christmas feel-good story. Which is also the anatomy of a successful product launch. Which yields a surprising question about your strategy.
Brand messaging is a form of strategic business consulting. Teardowns are a form of proving expertise. But are they better suited for consultants or…
You always have a brand message, whether you mean to or not, so why not craft it carefully

October 2021

Weave bold, probing questions into your messaging to position the thing you do/make as the right fit for whoever's using it
Messaging requires learning what people want. And how to give it to them. Without making them admit they want it.