Market Perception Is Built Long Before Market Share
Everyone gets this backwards.
Field notes
On narrative, category and the work of building AI-native companies.
Field notes from inside the advisory work, the patterns showing up across the companies in the portfolio today. Not theory. Observations from the room.
Field notes archive
Most Companies Don’t Have a Marketing Problem. They Have an Alignment Problem.
I'm in a lot of calls with founders, and every single week I hear the same questions.
Why most AI companies have a category problem, not a marketing problem
The most common mistake in AI companies preparing to raise, reposition or scale.
The marketing function AI companies actually need
Why most marketing teams are still wired for the last era, and what the new operating model looks like.
Category is decided, not discovered
On the difference between waiting for a category to form and choosing to define it.
The new operating model for growth
Why the next cycle will reward leverage over headcount, and what that means for how growth gets architected.
Frameworks
The working tools behind the practice.
A small set of frameworks used inside every advisory engagement, the working tools for narrative architecture, category claim, growth model design and AI-native marketing function design. Productised and shared in 2027 alongside the book.
01
The Narrative Architecture Framework
A working tool for designing the narrative system that holds together across investor decks, website copy, founder positioning and board communication. Used inside every advisory engagement.
Available 2027
02
The Category Claim Canvas
A structured approach to defining and claiming category position, for founders and executive teams making the decision to lead a category rather than wait for one to form around them.
Available 2027
03
The Growth Architecture Model
A framework for designing the GTM model that connects narrative to revenue, and the operating cadence that lets it compound across an 18–36 month period of scale.
Available 2027
04
The AI-Native Marketing Function Blueprint
A design pattern for the marketing function the next era of growth actually demands, drawn from the forthcoming book, used inside companies rebuilding the function from first principles.
Available 2027 · alongside the bookBe first to know when the frameworks are released, join the newsletter.
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