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Brand Strategy

Case Study: Repositioning a $100M Performance Marketing Platform for Enterprise Growth

The Problem That Needed Solving A Series C marketing technology company was trapped in perception limbo. They'd grown to $100M ARR serving small and mid-market businesses, but their brand identity couldn't scale with their ambitions. After several acquisitions, they felt fragmented and misaligned with their growth

Yirah, the Awe That Refines (Twin Forces of Creation, Part III)

The Hebrew word for awe is yirah. It is often translated as "fear," but that translation misses everything that matters. Yirah is what you feel standing at the edge of the ocean at night. It is the trembling that moves through you when you hold something precious and

Ahava, the Love That Builds (Twin Forces of Creation, Part II)

The Hebrew word for love is ahava. The root is hav, which means to give. The word for love and the word for giving share the same bones, and the implications unspool from there: love is not something that happens to you. It is something you create through the act

Ahava and Yirah: The Twin Forces of Creation

There was a season when I did not know who was growing inside me. First pregnancy. Early weeks. The ultrasound was scheduled but hadn't happened yet, and I spent those weeks in the kind of wondering that changes how you move through the world. Not the anxious wondering

The Roots of Differentiation: How to Find a Unique Value Proposition Only You Can Claim

There is a particular kind of despair that settles in when you realize you sound exactly like your competitors. You have worked for years building something real. You know your craft inside and out. You have put in the hours, endured the heartbreak, and acquired the slow accumulation of expertise

The CRAVE Diagnostic: Five Elements That Reveal the Heart of Your Brand

There is a moment when a belief shifts. Something in the body knows before the mind catches up—attention sharpens, breath slows, the scroll stops because this new way of seeing has reached through the noise and touched something that was waiting to be touched. You are arrested. Transfixed. The

Core Truth: The Touchstone for Everything You Build

There is a bookstore I visit the way other people visit cathedrals. I come with reverence and expectation, the kind of quiet hope that something holy might happen if I show up ready to receive it. I wander the aisles slowly, running my fingers along spines and pausing at covers