A few weeks ago I decided to start writing. I've been in marketing for 15 years. I've worked on somewhere between 200 and 250 launches: webinars, challenges, summits, new brands built from nothing, product pages rewritten three times until they worked.
So I sat down to write, and nothing came.
Not because I had nothing to say. Because I had too much, and I couldn't tell which part of it mattered to anyone else. When you spend every day inside funnels and launches, the things you know stop feeling like knowledge. They feel like Tuesday. Of course you check the product before you approve the ad. Of course you ask how long the founder can wait for revenue before you plan anything. It doesn't feel worth saying.
There was a second problem. There are a lot of marketing experts online, and a lot of people who call themselves marketing experts. I didn't want to become one more voice repeating the same principles in a nicer font.
What I did about it
I did what I do with every client when they can't explain their own product.
I got interviewed.
When I start a launch, the first thing I do is sit with the founder and ask questions until the real product comes out. What it actually does. Who it's really for. What people say after they buy it. Founders are usually too close to their own work to see it clearly, and the interview is how you get it out of their head.
It turns out I'm exactly the same. I couldn't write about my work, but I could talk about it for hours if someone asked the right questions. What did a client do last month that you knew would cost them money? What do you keep explaining to founders over and over? When a launch fails, where did it actually break?
The answers were full of real stories. And almost none of them were about tactics.
What I'm going to write about
Almost everything I said came back to the same idea: marketing is judgment, not production.
Production has never been easier. With AI, anyone can make a landing page, an ad or an email sequence in an afternoon. What nobody can generate for you is the judgment to know if it's any good, if it fits your business, or if it's quietly saying something false.
So that's what I'll write about. Mostly real cases, anonymized, from launches I've worked on:
- Why launches fail weeks before anyone notices, and where to look instead.
- What happens when founders use AI to skip the thinking.
- Why I don't promise clients numbers, and what I promise instead.
- The funnel models I use, and when they don’t apply.
- The mistakes I see again and again, including a few from my own clients that taught me something.
I'll also share the working models: how I build a show-up sequence, how I think about offers, how I decide between a webinar and a challenge. Not as rules. As things that worked in specific situations, with the conditions attached.
Who this is for
If you're a knowledge expert, a founder, or the person running marketing in a growing business, and you've been sold a format or a promise that didn't work, I think you'll find something useful here.
If you want a list of ten hacks, there are better places for that.
I'll be publishing here every week and sharing shorter pieces on LinkedIn. If there's a question you want me to answer, send it to me. Chances are I've seen it in a launch.