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In-Person Brute Force
When in doubt, go see your customers in person — nothing replaces the clarity and momentum it creates.
The 25th Mile Rule: Which Customers to Help
In the marathon of life, don’t over-invest in beginners — help the pros who are struggling to cross the finish line.
Some Problem Language Teardowns
Real-world examples of vague startup language rewritten into punchy, problem-first copy that converts.
Choosing People + Shahla
A story from the streets of NYC about the right way to speak to your customers. Spoiler alert: It’s all about specificity.
An Extra Circle
A metaphor for going deeper than surface-level startup thinking — especially when your first solution stalls.
The Stuff Your Customer Hates
Identifying the little things your customers loathe can unlock surprisingly high-leverage product wins.