Aug2026
It looks fine. Nothing lands.
The third option on our contact form, and the one that takes longest to explain.
Positioning2 min read
Notes
Things we’ve had to explain more than once.
Positioning, voice, and why work that’s technically fine can still do nothing. No schedule and no newsletter. These go up when we’ve explained something enough times to want it written down.
Jul2026
The voice document nobody opens
Three adjectives and a tone wheel. Here’s what goes in ours instead.
Voice2 min read
May2026
Keep a cut file
The line that keeps getting removed for being too specific is usually the one worth putting back.
Strategy2 min read