The thinking behind the work, written by the partners who deliver it.
A public notebook on positioning, category design, and identity — written slowly, by the same three founding partners who lead every engagement. No ghostwriters, no content calendar, no posts written to rank.
8–14 weeks · Senior-only model · 30-minute strategic call
Photograph from the Brooklyn studio, March 2025.
The Positioning Memo Is a Strategic Instrument, Not a Deliverable.
Why the most undervalued artifact in brand strategy has become the one companies most often skip — and what changes when a leadership team actually argues over the first draft.
Read the essayRecent writing, by topic.
Curated essays from the past eighteen months — selected by the partners themselves, organized by the problem each one actually addresses. Read in any order; reread in sequence.
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Positioning 02.1
The Seven-Lens Positioning Audit, Explained.
Our proprietary diagnostic, used in 380+ engagements since 2018, broken down lens by lens — and why most positioning work starts by ignoring the obvious.
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Category Design 02.2
Category Entry as a Strategic Act, Not a Marketing Act.
What it means to invent a category on purpose — and the three signals that tell us a mid-market founder is ready to attempt it.
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Identity Systems 02.3
Identity Systems as Operating Systems.
A logo is a deliverable; a system is an infrastructure. The case for shipping the latter, and what the 90-page implementation playbook is actually for.
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Pricing & Packaging 02.4
Pricing Is Positioning With a Number Attached.
Why the pricing page is the most honest piece of marketing any company publishes — and how to read it against a competitor's without buying the product.
03 Flagship researchThe State of Positioning report, since 2021.
An annual research series tracking how mid-market B2B companies actually position themselves — drawn from anonymized engagements, audit data, and 380+ diagnostic runs across the past four years. Read by founders, GTM leads, and the occasional curious journalist.
- 41,000+
- Downloads across the four published editions
- 4
- Editions archived: 2021 · 2022 · 2023 · 2024
- 380+
- Seven-Lens audits informing the methodology
Read the latest edition 2025 edition publishing in Q4. Subscribers receive it direct.
State of Positioning, 2024 edition — 96 pages, archival print.
04A positioning memo that no one argues with is a positioning memo that has done nothing.
From the studio's working archive of internal briefs.05 Next stepBook a 30-minute call with a founding partner.
If the last several minutes of reading have sharpened how your leadership team sees the market, the next step is a conversation. We will spend thirty minutes on your positioning, your category, and whether the work is the right shape for where your company actually is. No deck, no follow-up sequence.
30 minutes A founding partner on the call 14-day money-back guarantee on the strategy memo