ICP 2

AI will commoditize decades of content marketing and SEO tactics, and usher in a new era of brand and influencer marketing.  With models like ChatGPT driving the cost and time required to write effective SEO content down to zero, every brand will “flood the zone” of search engines, completely commoditizing content marketing. Perhaps this will make

... See more

But what happens when you are trying to launch the 9,000,001th mobile app? The first thing you do, naturally, is to try to read what's out there. The other counterintuitive thing, is that although most of the knowledge in writing out there pertains to channels like SEO or paid marketing or influencer campaigns, many of these tactics best fit... See more

There are over 9 million mobile apps. There are a billion websites. Figuring out distribution is key.

This is why I think startups end up needing both:

1) an insight about customers that gives them product/market fit

2) an insight about distribution that creates tractio

As you grow your users and they get worse and worse, are they still valuable and can you still operate your product profitably? And more importantly, are you able to hold on to that core highly valuable user base that came in early?

No wonder these early users are often called The Golden Cohort.

the whole point of a brand is to create an advantage by meaning something. As the market tides change, what most brands need now is to increase demand. The biggest thing they can do to get there is connect with people. And to connect with people, you need to behave more like a human—one with desires, anger, frustrations, hopes, dreams, and... See more

Strong brands have cognitive dissonance at their core. They understand that while the product may solve a real-world problem, the brand is solving a much more valuable identity problem.

Knowing your biggest competition isn’t other brands in the category; it’s indifference. And realizing that criticism is just a form of caring.