Writing

Notes on brand,
narrative & category.

Field notes from building brands in complex categories: positioning, narrative systems, and what actually makes technical products legible. Executive thought leadership also published in Forbes, Fast Company, and Inc.

Essay
When Heavy Constraints Force You to Question the Category Itself
Every healthcare booth looks the same. Constraint is what forced us to ask why.
Category strategy
Essay
When Your Product Outgrows Your Brand
The product evolves faster than the brand. Then one day, the gap is too wide to ignore.
Brand strategy
Essay
What Changes Between Pre-Seed and Series A Brand Work
The brand work that gets a company funded is not the brand work that gets it to the next round.
Growth-stage notes
Essay
What "AI-Powered" Really Means
The term is so broad it's operationally useless, and now it's actively risky.
AI positioning
Essay
Why Your Messaging Feels Disconnected
Your deck says one thing, your site another. That's a systems problem, not a copy one.
Narrative systems
Essay
What Narrative Architecture Actually Means
A tagline is a sentence. Narrative architecture is what makes the sentence hold up everywhere it's said.
Narrative systems
Essay
One Brand, Two Buyers
Two buyers rarely want the same proof, even when they're buying the exact same product.
Dual-market notes
Essay
Category Creation Is a Discipline, Not a Buzzword
Naming something new isn't the hard part. Making the name survive contact with a skeptical market is.
Category strategy
Essay
Why Most Positioning Fails to Drive Decisions
Most companies have a positioning doc. Few have positioning that actually governs.
Positioning
Essay
What to Actually Look for When Hiring a Brand Leader
A great portfolio and a great hire are not the same test.
Hiring notes
Essay
Fractional vs. Agency vs. Full-Time
The question isn't which model is best. It's which problem you actually have.
Engagement models
Essay
Why AI Companies Fail at Communicating Value
Most AI companies explain their technology brilliantly and their value poorly.
AI positioning
Executive bylines also published in Forbes, Fast Company & Inc.
FAQ
Are these essays written by you?+
Yes, every essay here is my own writing, drawn from real engagements and the thinking behind them.
What topics do you write about?+
Brand strategy, positioning, category design, and narrative architecture, mostly grounded in specific work rather than abstract theory.
Do you publish writing anywhere else?+
Yes, executive thought leadership pieces in Forbes, Fast Company, and Inc., in addition to the essays here.