How to draw a positioning map with your own customers
Two axes, a handful of competitors and one honest dot for yourself (sample note).
Strategy notes
Short notes on positioning, launches and reading your own market.
Why the crowded middle feels safe, and what it costs
Standing for a little of everything avoids arguments inside the company and loses them outside it (sample note).
Five questions to ask before you brief an agency
If you cannot answer these, the agency will answer them for you (sample note).
What a quarterly brand tracker can and cannot tell you
It shows whether customers' view of you is moving; it does not tell you why on its own (sample note).