Journal
Notes from the working week.
Short pieces on growth, writing, and the unglamorous parts of building a brand. No newsletters. No gated PDFs. Just things we'd tell a friend.
- On writingMarch 14, 2026 · 4 min read
The fifty-dollar-word trap in B2B copy
Every time you reach for "synergistic" or "best-in-class", a buyer quietly closes the tab. Specificity is the actual differentiator.
- On credibilityJanuary 10, 2026 · 6 min read
The honest case study
Most agency case studies are marketing collateral dressed as proof. Here's a field guide to writing ones that actually earn trust — and to reading the ones that don't.
- On measurementFebruary 21, 2026 · 5 min read
When to stop A/B testing your homepage
Testing is a tool, not a virtue. If you're still running monthly variants on the hero headline, you might be optimising the wrong thing entirely.
Free resource
The Honest Brief — 12 questions before you rewrite your homepage.
The worksheet we'd hand to a friend. Free PDF, no drip, no upsell — unsubscribe on the first contact if you like.