Blog
Notes on brand strategy, positioning, and the work behind clarity.
A(I) sea of sameness.
Every Y Combinator company in 2025 sounds the same. Notes from a talk at Future Forward, Vienna, about why and how to escape it.
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You can't produce your way to direction.
AI made production cheap. The cost of being unclear went up by the same amount. What changes when the bottleneck moves upstream.
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Detekt. When the brand fits the ambition.
Six months in: ARR 10x'd. 18 months in: exit to Cyclomedia. What the brand work did, and what it didn't.
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AAIC. A brand system that survives contact with non-designers.
Europe's largest B2B AI conference. Dozens of speakers building their own decks. The brand still reads as one company. Here's why.
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