We moved the explaining upstream
A leasing company asked for a new website. Its most expensive people were explaining leasing by hand, one email at a time.
Journal
Notes from the work.
Notes are how we think about growth. Cases are what the diagnosis changed, written at the level of method, with anything a client would not want a competitor to read left out on purpose.
We found the growth before it had a budget
Registration, running-club and flight signals revealed emerging demand, then shaped the campaign allocation plan.
The jar was not the problem
A honey brand asked for new labels. Almost nobody in the category could tell which honey on the shelf was actually Cypriot.
The shelf came last
A UK brand wanted Cyprus to understand ready to eat quinoa. Shoppers understood it fine and avoided it anyway.
The biggest occasion has no season
A chocolatier planned its year around Christmas and Valentine’s. The largest gift occasion happens every day.
Wild.Codes runs two hiring models. Each one asks for a different kind of trust.
Growth Under Pressure No.5
One block at a time
“Can you jump on the call?”
The Wall I Called Standards
I have rebuilt work that nobody asked me to rebuild, late at night, on things that were already finished. I called that standards.
The Discernment Era
The old word is διάκρισις, and it means something more exact than judgment. It is the capacity to tell things apart.
No Meat in the Cave
Why effort without architecture keeps you busy and hungry.
The market isn’t the problem. Your timing strategy is.
On energy tech, premature markets, and the trust you can’t buy retroactively.
The room was the product
A leadership network sold peer conversations senior people could not judge the worth of until they were already in one.
Write-up in progress
Nobody was searching for it
A company had named a category of its own. The buyers it needed had no word for the thing, and no reason to go looking.
Write-up in progress