Four sentences the firm would stand behind in any room — with any client, board, or competitor in it. Some of them are calibrated to lose us a reader. That's the screen working.
Once a year we publish what we are most willing to argue with. The 2026 edition covers the collapse of execution as a moat, the rise of LLM-mediated buying, and what governance looks like at company scale. Free. No drip. One link, one PDF.
Naming a category is not a marketing exercise. It is a public commitment that locks the firm into the position it just claimed.
Voice drift is the silent killer of differentiation. Most businesses have no system for catching it. Here's the audit we run.
The phrase tells the buyer you haven't decided what you are. AI is making this confession more expensive every quarter.
How procurement decisions are now brand decisions — and what governance has to look like in companies above 500 people.
A field guide to spotting fake positioning in a deck. We use this every week with clients.
Why 2,000 right readers will out-convert 50,000 followers, and what it costs to actually have 2,000 right readers.