18/08/2026
My rule for writing about a problem.
I never want to stop at the obvious problem.
“Your content isn't converting.”
That's the surface.
Why?
Maybe the content attracts the wrong audience.
Why?
Maybe the positioning is too broad.
Why?
Maybe the business is trying to appeal to everyone.
Now we're getting somewhere.
I keep digging until I find something I can actually explain.
Because anyone can point at the symptom.
The person who can explain what's causing it becomes much more valuable.