From the studio
Notes on work that keeps going.
Eight short principles from our marketing practice. For detailed tasks and source references, read the guides.
PositioningRead noteContentRead noteSpreadRead noteConsistencyRead noteValidationRead noteLaunchRead noteDistributionRead noteFoundersRead note
If it doesn't fit in a sentence, hold the post
No one should need your architecture diagram to see why it matters.
Put the feature inside a real moment
"AI can make videos" moves no one.
Write what people will retell
Picture how someone describes your demo to a friend.
One message, told a hundred ways
Idols don't reinvent their persona every time they appear.
The answer is in the comments and the queries
Test ideas against real reactions before you fall for your own.
Treat a launch like a season
Three days after "We're live," everyone has moved on.
Help users show themselves off
The best distribution comes from people who want to make things for you.
Founders, show up in person
People connect with a person far more easily than with a brand.