Why most B2B case studies read like resumes (and what to do instead)
A 33% efficiency gain is a perfectly acceptable metric and a completely empty sentence. The difference is the story around the number.
Read the piece →Blog
A place to think out loud about content, writing, and what it takes to communicate clearly in tech.
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Your blog title is your content strategy
Most companies decide what to write by asking what to rank for. That's the wrong order — and in 2026, it's a costly one.
Read the piece →Bad B2B writing isn't a grammar problem. It's a confidence problem.
Open any B2B blog and count the qualifiers. Every claim arrives pre-softened. Here's why hedging buys nothing.
Read the piece →Currently writing
Drafts in motion. Nothing polished yet.
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On the death of the "ultimate guide" and what replaces it
A piece about the collapse of SEO-era formats and what comes next.
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The one sentence that decides whether anyone keeps reading
A short essay on first lines.