Customers will instinctively put your business in a “category.” Usually, it isn’t the category you’d choose. Learn how to pick your own category and choose what you compete against.

Messaging fails when it starts with features. Start with the problem, instead.

When in doubt, go see your customers in person — nothing replaces the clarity and momentum it creates.

Your first customer isn’t just a buyer — they’re a co-creator. This reframes how to find and serve them well.

Most founders worry about the wrong risks — this helps you spot the real ones that’ll kill your startup early.

Real-world examples of vague startup language rewritten into punchy, problem-first copy that converts.

A story from the streets of NYC about the right way to speak to your customers. Spoiler alert: It’s all about specificity.

Customers speak in problems, not solutions — here’s how to tune your ear to what they’re really telling you.

If customers aren’t buying, it might not be the product — it might be how hard you’ve made it to say “yes.”

The real unlock for early growth isn’t ads or hacks — it’s solving one specific pain better than anyone else.

The secret to staying top-of-mind with customers? Relentlessly solving one clear, emotional pain point.

A fresh mindset and structure for cold outreach that actually feels human — and gets replies.

The quickest way to sell? Show people how your product pulls them out of a real, specific jam.

Most people share things to signal who they are—not just because something’s useful. Here’s how to build with that in mind.

A breakdown of how to actually think about funnels — what they’re for, how they fail, and how to make them convert.