Thinking from the team.

The problem you arrive with is rarely the problem that needs solving

Oscar Briggs on why the first question a founder asks is almost never the right one, and how to find the question underneath it.

By Oscar Briggs →

What if you did the opposite? The contrarian's guide to business model thinking

Emmett Briggs on why conventional thinking produces conventional results and how asking the inverse question changes everything.

By Emmett Briggs →

Posting more is not a strategy. Here is what is.

Harry on the single biggest mistake founders make with content, and the keyword-first approach that actually drives growth.

By Harry →

The loneliness of building something, and what to do about it

A frank conversation about what nobody tells you about the psychological reality of founding a business.

By Oscar Briggs →

How to have a sales conversation without feeling like you're pestering people

The reframe that changes everything about how founders think about selling, and why the best sales conversations don't feel like sales.

By Oscar Briggs →

The keyword cluster: the content strategy move most founders miss

Harry on why a single keyword is not a strategy, and how building clusters around search intent changes your entire content approach.

By Harry →