01 / Walks
Writing with
some distance to travel.
Long-form notes on marketing, systems, technology, business, and the odd connection between them.
3 min read · Analytics
The metric everyone tracks and nobody trusts
Clicks are easy to count. Attention is harder, slower, and often much closer to the thing we actually care about.
6 min read · Teardown
How a mid-size insurer talks to people under 30
A closer look at the gap between a category’s real anxieties and the language it chooses to use.
4 min read · Strategy
What software engineering taught me about brand strategy
Debugging a system and diagnosing a weak brand position require the same useful habit: staying with the problem a little longer.
5 min read · Fintech
Why fintech marketing is really a translation problem
Most fintech products fail to convert not because the offer is weak, but because nobody has translated the mechanism into something a non-expert can feel.