Insights and approaches aimed at strengthening a company’s competitive position, helping businesses stand out and make better strategic decisions.
Sometimes, when I critique businesses and business owners — our clients — it may come across as if I think I’m smarter than everyone else.As if I know better.As if I’m delivering the raw, uncomfortable truth of marketing. But the truth is simpler than that. The client — whether they are a founder, a business […]
Read moreThere are business processes that are convenient.And there are business processes that are effective.Quite often, they are not the same thing. Take a simple example. Clients love sending voice messages. It’s convenient.You’re walking down the street, a thought pops up — you pull out your phone, record a message, send it. Done. It feels fast, […]
Read moreHonestly, I’ve got no f***ing idea where this split came from. Because once you look closely, it falls apart. If you’re a professional, you’re a practitioner. If you’re a practitioner, you’re also a theorist. This “folk” division into practitioner and theorist rests on a very basic misunderstanding of what theory even is. Theory is a […]
Read moreWhen you want to make a simply decent choice, you ask people you know. When you want to make the best one, you go deep — you dig with your own hands, research, compare. Word of mouth isn’t really a decision tool. It’s a way to avoid deciding. This spring we puffed up a bit […]
Read moreThe client decided the website should be built with other contractors. I get it. Even with our (or my) stronger skills in AI tools and site-building, a dedicated web designer will often be better. They can use AI too, and so on. BUT! THE PROBLEM ISN’T HARD SKILLS. 🙂 It never is. The point is […]
Read more“Ping me if you need anything!” — I’ve heard this in a dozen variations from people who later became clients, and from clients themselves. And it doesn’t work. It’s the same logic as that line: “If you have to explain it, don’t.”Here it becomes: if you have to nudge, don’t nudge. A client might mean […]
Read moreEverything comes down to the “emergence” — the way two situations become real at the same time: A client who keeps finding money to keep going, all the way to the end. A contractor who keeps grinding and refining practice, all the way to the end. That’s it. Class dismissed. You may return to your […]
Read moreI’ll paraphrase a point Dmitry Rumyantsev has made more than once: why you shouldn’t be afraid to share your internal kitchen — and why I’m going to keep making lectures and explaining how our HADI cycle is built. The reason is implementation. You can describe a great workflow in detail. Two hours of talking. Clear […]
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The naming Digital Science Team (DST) once plugged a clarity gap in a neat way: “digital science, team” — you instantly get what we do. In practice, when I came up with that name, I moved a bit too fast and went straight for the obvious, so it would be unambiguously clear what we are, […]
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I’ll say it right away: positioning is not an easy thing. Most likely you won’t “solve” it in one attempt. This article is meant to push you into doing the work. How your positioning will take shape Why positioning matters Positioning exists to help you stand out. In everyday language, people call it “differentiating from […]
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