The journal
Field notes on Google Ads, measurement and AI-assisted marketing systems — written from real accounts, not theory.
Go-to-Market & Customer Discovery
The timing question is three different diagnoses — too early, too late, or just confusing (positioning). Each has a different fix. Editorial synthesis of Moore’s Crossing the Chasm, Dunford’s Obviously Awesome and Startup Genome, with academic anchors in Oviatt & McDougall 1994, Knight & Cavusgil 2004 and Shepherd & Gruber 2020.
Answer four questions in writing before opening the first marketing hire role — readiness signal, pillar, seniority range, delegation floor. Editorial synthesis of Hellmann & Puri, Wasserman, Ries, Traction and First Round Review, with academic anchors in Beckman, Burton & O’Reilly 2007 and Shepherd & Gruber 2020. Educational only — not employment law advice.
Fundraising & Investor Relations
Put four founder-equity decisions in writing before the first outside dollar arrives — split rationale, vesting with cliff, decision rights, dilution plan. Editorial synthesis of Wasserman, Feld & Mendelson, Eisenmann and Carta 2024, with academic anchors in Hellmann & Puri 2002, Kaplan & Strömberg 2003, Yang, Gaulin & Seegert. Educational only — not legal advice.
Fundraising & Investor Relations
Rebuild the growth forecast against four lenses — bottom-up construction, cohort-driven revenue, assumptions labelled with confidence and owner, scenario range not single point. Editorial synthesis of Damodaran, Lean Analytics, Traction and Yang, Gaulin & Seegert’s overconfidence finding.
Fundraising & Investor Relations
Audit every deck slide against three proofs — market, growth, risk. Editorial synthesis of Venture Deals, Damodaran’s Valuing Young Startups, The Founder’s Dilemmas and Why Startups Fail, with academic anchors in Kalvapalle et al. 2024 (Academy of Management Annals), Teece 2010 and Shepherd & Gruber 2020.
Structure the fundraising narrative as four slices grounded in marketing evidence — wedge, traction proof, unit economics, ask with horizon. Editorial synthesis of Venture Deals, Lean Startup, Traction and Kalvapalle et al. 2024 Academy of Management Annals pitching review, with academic anchors in Gompers 1995, Hellmann & Puri 2002, Kaplan & Strömberg 2003.
Score every candidate North Star Metric against four checks — real value, movable inputs, causal chain to revenue, honest measurement. Editorial synthesis of Lean Analytics, Hacking Growth, Continuous Discovery Habits and the Amplitude North Star Playbook, with peer-reviewed anchors in Shepherd & Gruber (2020) and Sarasvathy (2001).
Brand, Positioning & Category Design
Match the motion to the buyer, not to the deck. Four decision factors (ACV, buyer complexity, product-usage clarity, time-to-value), operator anchors (Bush, Olsen, Ellis/Brown, Croll/Yoskovitz), OpenView PLG Index reference and peer-reviewed evidence (Shepherd & Gruber 2020; Sarasvathy 2001).
Growth Models & Unit Economics
Growth loops are the strategy, funnels are the measurement — in that order. Four decision factors (retention shape, network-effect proximity, unit-economics stage, measurement literacy), operator anchors (Ellis/Brown, Chen, Croll/Yoskovitz, Bush, Balfour) and peer-reviewed evidence (Shepherd & Gruber 2020; Sarasvathy 2001).
Brand, Positioning & Category Design
SEO for a new category: meet the buyer at the query they already run. Four query surfaces (problem-first, alternative-anchored, category-borrowed, workaround), current Google Search Central helpful-content guidance, peer-reviewed anchors (Shepherd & Gruber 2020; Sarasvathy 2001).