Writing
Writing.
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How to measure the commercial effect of design
Design shows up in numbers your company already tracks: the price customers accept, win rate, retention and search demand. Name the number before the work starts.
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When to hire a fractional chief design officer
A fractional or interim chief design officer joins your leadership team. When the seat beats a full-time hire or an agency, and what to ask first.
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What makes a product difference defensible
A feature is a benefit with nothing behind it. A defensible differentiator pairs a benefit customers feel with a barrier a competitor needs years to cross.
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Why differentiation dilutes as companies scale
A scale-up's differentiator fades at three levels: leadership disagrees on it, middle managers cannot name it, and the brand guide sits too high to be used.
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How to know your differentiation is real
Three tests separate a real differentiator from a claim: whether a competitor could say it too, whether it can be copied, and whether it moves your numbers.