Notes from inside the building.
Short, honest pieces on product, tech, and the messy bits in between — the kind of stuff I usually end up explaining on calls with founders.
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Your website isn't confusing. Your positioning is.
Most founders think their homepage has a design problem. It doesn't. It has a clarity problem — and vague positioning costs you leads, time, and referrals.
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You don't have a positioning problem. You have an ICP problem.
Answer the one question: who is this actually for? Your ICP is the missing piece behind clear positioning.
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How to find your ICP when you have zero customers
Pre-revenue ICP is a hypothesis you test with real humans fast — so your homepage can speak to the right person.
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The most common mistakes I see when tearing down onboarding flows
Six recurring patterns that quietly kill SaaS signup conversion — from asking too much, too soon, to the empty dashboard after signup.
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What a CTPO is, and why your startup probably needs one
Why early-stage startups die from building the wrong thing — and what a CTPO (CTO + CPO in one) actually does about it, fractionally or full-time.
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