notes from the field
This is where we work things out. Ideas about branding and culture, things we're reading or absorbing, and ideas we keep coming back to.
June 16, 2026
AI is the how, not the why
When every competitor claims the same thing, matching them feels like the safe move. It's the trap. The way out is to find one true thing you can own, say it sharply, and hold it while they copy each other.
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June 9, 2026
Your Best Customers Shouldn't Feel Lucky to Have Found You
Teak built the best retention engine in free-to-play gaming and still looked like a smaller copy. A lesson in repositioning a category leader.
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June 2, 2026
Nobody claps for the bracket
The part no one notices is often the one holding everything up. A lesson in B2B and manufacturing brand strategy, by way of Xometry and a spacecraft.
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