Subverse

08/28/2026

There are a lot of little things you can do to grow your brand. On their own, none of them moves the needle much. But stack them together over time, and they make all the difference.

08/27/2026

Brand Myth vs. Coherence: Why a Founding Story Is Not a Foundation

Brand myth vs coherence: a myth closes the question, coherence keeps it open. Why a sacred founding story makes a brand brittle, and what lasts instead.

08/26/2026

A myth and a coherent brand can look identical — until the world applies pressure.

Myth binds fast because it claims to be fixed — ancestral, inherited, not up for debate. That's also what makes it brittle. The moment a story is treated as sacred, nobody's allowed to notice when it stops matching reality. Coherence takes the harder path: it stays open to being tested, and it holds together anyway. That's not a weaker story. It's one that can survive changing without breaking.

Follow for more on brand coherence.

08/25/2026

How to Build a Team That Keeps Getting Better

The teams that outperform don't have better talent. They have better habits. Ron Friedman's research across thousands of teams — published as Superteams and

08/21/2026

Telling Customers Who You Don& #8217;t Serve

Why telling customers who you don't serve builds trust: when "not for you yet" is a real roadmap, how to audit the welcome-vs-serve gap, and the risks.

08/18/2026

How do you build a brand when you have no physical presence?

Digital brand building without a storefront: why coherence, not volume, rebuilds the cumulative exposure that physical presence once gave brands for free.

08/17/2026

Sentence

This image is part of a series highlighting ongoing explorations in type and visual design. Thank you for taking a moment to enjoy it.

08/13/2026

Brand Positioning as a Filter: What Variable Is Yours Sorting On?

Every brand positions, and every position filters. The real question is what variable yours sorts on: fit and price, or posture. Here is how to audit it.