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Strategy Notes.

Deep dives and perspectives on positioning, strategy, and decision-making. Thinking clearly about what to do next.

Editorial monochrome scene on near-black. A tiny seated human leans toward a single brightly lit steak on a plate, the brightest thing in the frame. He is dwarfed by the vast ribbed hull of a living spaceship arching over and around him, its structure holding distinct specialist organs, with one crew member glowing above him that he never looks up at. It illustrates meeting a powerful new capability with appetite while ignoring the designed system all around it.
Strategy Note 4 min read

My God, a Steak

AI is not your strategy. It is one crew member on a ship you still have to design. What a 1953 science fiction story reveals about AI in business.

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Abstract diagram on near-black: four identical, dim page cards linked by swap arrows, set apart from one bright, sharply outlined page card with a distinct identity mark, illustrating the logo swap test where interchangeable competitors contrast with the one that owns its positioning.
Strategy Note 9 min read

Positioning is the layer you think you've sorted

Most B2B companies believe their positioning is done because they have messaging. Here is how to tell the difference, and how to fix it without a rebrand.

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Editorial monochrome scene on near-black. A small buyer figure stands on the left inside a faint fog of scattered dots and question marks, facing a left-to-right row of four website pages drawn as browser-framed wireframes that brighten from dim to clear: a home page that orients, a systems page with an offer-chooser table, a proof page with a case study, and a bright contact page with a structured form and a lit submit button. A path along the floor brightens beneath the pages and ends in a clear forward arrow, illustrating conversion architecture moving a buyer from uncertainty to a clear next step.
Strategy Note 11 min read

A B2B website should reduce buying uncertainty

A B2B website is not a design project, it is a buying-clarity project. How conversion architecture moves the right buyer from uncertainty to a clear next step.

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Editorial monochrome scene on near-black. A large dashboard window is full of bright, confident activity metrics: rising bar charts, an up-trending line, a big rising number with an up arrow, a donut chart, and a month-over-month timeline. But the single largest panel in the centre, the one that should report what created revenue, is a dark empty void holding only a faint question mark. A small figure stands below the dashboard, dwarfed, looking up at the silence, illustrating a dashboard that is fluent in activity but mute on revenue.
Strategy Note 8 min read

Your dashboard answers the wrong question

B2B dashboards report activity, not revenue. How to build a measurement system that connects marketing effort to closed deals, without new tools.

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Abstract structural diagram showing four horizontal strata representing Positioning, Demand Generation, Conversion, and Measurement on a near-black background.
Strategy Note 12 min read

The anatomy of a B2B growth system

Four layers that must work together in sequence. When they do, growth compounds. When one breaks, the others underperform, regardless of spend.

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Minimalist diagram showing a single horizontal line with three deliberate marks, symbolising restraint and simplicity in web architecture.
Strategy Note 4 min read

Building a fast website without overengineering it

Most business websites suffer from unnecessary complexity, not a lack of features. Here is how I built a fast site by treating simplicity as a constraint.

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Precise signal trace diagram showing the shift from flat traditional search patterns to rising AI-generated answer peaks, white on black.
Strategy Note 5 min read

What happens when B2B buyers search

B2B buyers now get answers from AI. GEO ensures your company's knowledge is found, understood, and reused in AI-generated answers.

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Abstract diagram contrasting the disordered keyword bidding model against the structured intent model, white on black.
Strategy Note 6 min read

Your Google Ads account has the wrong model

Most founders don't come to Google Ads because they misunderstand marketing. They come because a channel that should be driving growth is failing.

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Sparse grid diagram with a single illuminated focal node at the centre intersection, representing strategic focus and the FOCUS-90 framework.
Strategy Note 6 min read

How to create a growth strategy document

A practical guide to the FOCUS–90 Framework — a structured approach for early-stage teams to create a growth strategy that improves focus and execution.

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