Strong Positioning

I didn't know that positioning was a thing until I read Obviously Awesome by April Dunford. I'd always just lumped it in with bullshit "Branding" exercises and other design astrology. The hallmark...

Strange is just better

General Electric has a facility in North Carolina that builds, among other things, airplane engines. The teams at the Durham facility build their engines from scratch. The wicked thing is there's no...

Product Messaging

Let’s start with our landing page. Instead of judging a page on opinion and preference let’s based the teardown on proven persuasion principles. I’m going to use these principles like a gap...

Landing page optimization

When I begin working on improving conversion for a landing page the starting point is always the value proposition. A company called Marketing Experiments put together a heuristic for calculating...

Growth Marketing

I got accepted to the CXL Institute’s growth marketing mini-degree scholarship program. The program runs online and covers 112 hours of content over 12 weeks. As part of the scholarship, I had...