How to find your ICP: Signals that matter
To find your ICP, move beyond firmographics and look at the challenges your prospects face. My framework guides you from research to an actionable ICP.
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📚 Articles ( 57 )
Marketing is evolving fast and can feel overwhelming. Sometimes described as being
- Part science.
- Part creativity.
- Part experience.
… and a sprinkle of magic.
Here on my blog, I go beyond the surface, sharing practical insights, frameworks, and playbooks drawn from my work to help make sense of today’s marketing challenges.
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🚀 Latest Post
Learnings from My Vibe Coding Project
Shareback of my experience building my latest vibe coding project, William AI: approach, tools deployed, challenges faced, and real project costs.
The rudder fallacy: Adopting lean startup principles
Learn why blindly following Lean Startup principles may not be the best strategy for your business. Avoid the “rudder fallacy” and make informed decisions.
Foundation and Framework for Sustainable Growth
Move from Growth Hacking to sustainable and repeatable Growth with strategic frameworks. Explore the meaning of growth and discover how to embed it into your team and wider corporate culture.
Defining Your Value Metric: A Guide to Pricing Your Product for Customer Retention and Profitability
Discover usage-based pricing and how to define a value metric to calibrate your pricing strategy according to the value of a product. Boost customer retention and profitability.
🤝 Two-Sided Marketplaces
Online marketplaces: Business models & types for managing supply and demand
Discover how online marketplaces work with their business models, types, and strategies for effective supply and demand management. Read on for insights and examples.
How to develop a consistent and compelling Tone of Voice for your Brand
Learn how to create a consistent and compelling tone of voice for your brand. Forge emotional connections, stand out and differentiate from competitors.
The Leadership Spectrum: Balancing Different Styles for Team Success
My journey through tech startups taught me that versatile leadership styles determine organisational success and team wellbeing. Learning from both inspiring mentors and witnessing leadership failures, I’ve adopted adaptive approaches…
How design thinking transformed Airbnb from a failing startup to a billion dollar business
Discover how Airbnb’s use of design thinking turned their business around, taking them from a failing startup to a billion-dollar success story.
Pricing 101: What pricing strategy to deploy and when
Maximise revenue with an effective pricing strategy. In this post I’m looking at some of the most effective pricing strategies and techniques.
🔖 Jump to a Topic
🚀 Latest Post
Learnings from My Vibe Coding Project
Shareback of my experience building my latest vibe coding project, William AI: approach, tools deployed, challenges faced, and real project costs.
How to Increase Demo Requests: Transitioning to PLG and Customer-Led Buying
Learn about customer-led buying models and how they can help increase demo requests. Drive SaaS growth by giving your Leads greater control and a positive experience while keeping a human…
GEO: Building AI Visibility Strategies for Your Brand
AI-driven search is transforming how audiences discover brands. This article explores the rise of Generative Engine Optimisation (GEO), how it differs from traditional SEO, and how to build lasting AI…
Defining Your Value Metric: A Guide to Pricing Your Product for Customer Retention and Profitability
Discover usage-based pricing and how to define a value metric to calibrate your pricing strategy according to the value of a product. Boost customer retention and profitability.
Pricing 101: What pricing strategy to deploy and when
Maximise revenue with an effective pricing strategy. In this post I’m looking at some of the most effective pricing strategies and techniques.
Brand Strategy for Mature Markets: Stand Out When Everyone Feels the Same
When every brand claims the same strengths, real differentiation is rare. Learn how to build a brand that conveys relevance, credibility, and long-term value.
How Nokia lost the battle without doing anything (wrong)
Learn how Nokia’s lack of innovation and failure to adapt to changing market trends led to its downfall in the smartphone industry. A warning to us all.
The rudder fallacy: Adopting lean startup principles
Learn why blindly following Lean Startup principles may not be the best strategy for your business. Avoid the “rudder fallacy” and make informed decisions.
What is Marketplace Liquidity and what are its key factors and strategies to improve it?
Learn how to improve marketplace liquidity. Understand the key factors impacting marketplace liquidity and discover how to effectively improve it.