Go a little deeper.
If you dare.

Deep Reads is where I share what I see while I work alongside founders and CEOs as they make the hardest calls of their careers. Subscribe to get articles in your inbox before they go live here.

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The Elephant In The Room

The reason why we win isn’t what they say it is. And by “they,” I mean literally everyone.

The Deep Reads Constitution

This content is Positioning 201 and above. On a web page. For you to do whatever you want with.

The Unmovable Ground Truths About Positioning

This is what positioning is, was, and will be. I'm totally okay with it.

How In The Kitchen Does Positioning

The entire In The Kitchen positioning process, in one beefy mega-post.

How to Think Bigger About How You Win

You wouldn't build a house with only one wall. But somehow, we’re OK competing on just one dimension: the capabilities of our products. This article breaks down three other "C" words—credibility, convenience, and cost that complete the picture of how you actually win.

Chili Piper's Positioning, Exposed

One day, I got mad at all those negative teardowns I kept seeing. The result was this deep dive into Chili Piper’s positioning, as explained to me by the CEO, Alina Vandenberghe. Not quite an ebook, and almost a comic book. Let’s call it an Exposition.

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Go a little deeper.If you dare.