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Posts

Thoughts on marketing, GTM strategy, motion design, and building things at the intersection of strategy and craft. Updated as I write.

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This is a living section. New posts go here as I write them — on LinkedIn first, then archived here.

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on marketing & strategy

Why engineers make better marketers

Coming soon

Most marketers think in channels. Engineers think in systems. Here's what changes when you bring that lens to a campaign.

The GTM mistake most early-stage teams make

Coming soon

Going broad before going deep. Why narrowing your ICP early is the single highest-leverage move in GTM.

35% ROI increase — what actually drove it

Coming soon

A breakdown of the Sturmfrei Hospitality campaign: what we changed, what surprised us, and what I'd do differently.