Notes on positioning, growth & building with AI.
Short, practical essays from fifteen years of taking complex B2B products to market, and now building them. No frameworks for the sake of frameworks.
What shipping my own AI product taught me about PMM
Building Briefly Daily solo — n8n, Supabase, Vercel, Claude, Stripe — rewired how I think about positioning. You can't fake the demo when you wrote it.
Migrating 4,000+ agents without breaking trust
A portal migration is a trust exercise disguised as a tech project. How guided onboarding and the right tutorials kept thousands of partners on side.
The 30% downturn playbook
When the category contracts 30%, growth isn't about doing more — it's about sharpening the message and cutting the waste. What worked across APAC.
Answer Engine Optimisation: SEO's next chapter
Buyers ask the model now, not the search bar. What changes when the goal is to be the answer, not the top blue link — and what stays exactly the same.
Voice of customer in five questions
You don't need a research panel to find the language that converts. Five questions, ten calls, and the verbatim that becomes your headline.
Positioning a new category from zero
There's no competitor to anchor against and no search volume to chase. How to name the problem first, then earn the right to name the solution.
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