Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. Stop selling AI. Start selling Tuesday afternoons. Here’s the number that should terrify every AI SaaS founder right now: 88%. That’s how many companies McKinsey surveyed say they’re using AI. And only six percent — 6 — see any meaningful financial value from it. The median company has deployed it, but they haven’t gotten anything out of it. The gap we’re seeing is not between AI or no...
about 17 hours ago • 7 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. How to get your positioning out of your head and onto the page There’s a version of your positioning that’s sitting in your head right now. It’s might feel crisp in there, but it hasn’t made it to the homepage yet. And that’s the problem. Like they say, “No plan survives first contact with the enemy.”, your enemy in this case is your assumptions. You might have all the conviction in the...
8 days ago • 5 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. How to fix stitched-together messaging A lot of multi-product companies build their messaging the same way they build their products: one team, one story, ship it. Then another team, another story. Then another. Each product becomes its own world with its own voice, its own angle, its own claim on the customer’s attention. And sometimes those individual stories are actually good. Really...
15 days ago • 3 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. Why your pipeline is stuck (and why it's not your sales team's fault) This is what happens when pipeline stalls at a SaaS company: The CEO calls in the VP of Sales, “The leads are not converting!” → The VP of Sales runs a training, “The team needs better scripts, let’s get this done”. → The Head of Product gets pulled in, “We need to ship new features, and fast”. And then nothing...
22 days ago • 8 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. The era of human-agent fit People are talking about how much work they get done with AI agents, but not enough about what you learn from them. We risk getting into a spiral of productivity-maxing (more oputput), while skipping the fundamentals (more understanding). Don’t get me wrong, I’m all for getting more done, especially with little resources, but what’s different here compared to a...
29 days ago • 5 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. How to do a copy refresh the right way How do you handle a copy refresh? When you’ve got everything neatly figured out, copy is converting, and it truly feels like your brand. Or maybe everything’s messed up and you need to fix it. Or one day you launch a new product, want to enter a new market, or a new competitor popped up and they’re competing on the exact same differentiators. The...
about 1 month ago • 5 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. The best About page I've ever read “I left Uber in 2017 heartbroken.” That’s how Travis Kalanick opens the vision page for his new company, Atoms. It’s a short snippet of a raw, vulnerable and an honest moment that broke him. And honestly? It’s brilliant, especially coming from such a huge company. I highly recommend reading through the whole thing, because it’s a sign of things to come...
about 1 month ago • 3 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. The copywriter’s guide to not outsourcing your brain to AI Last week we talked about how AI is stealing our agency, and how the solution is to start using it more like a compass vs a GPS. I was in the middle of a copy refresh for a client we’d just finished a full positioning and messaging overhaul for, and somewhere in that process I caught myself thinking: this is exactly what compass...
about 2 months ago • 6 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. AI won't steal your job. It'll steal your agency. Here’s something I’ve been feeling lately that I think a lot of you are feeling too. Every morning I open my feed and there’s a new wave. OpenClaws that can run entire marketing campaigns. Vibe coding that lets any 13 year old spin up a SaaS over lunch. Someone even said apps are becoming the new info products (in the scammy sense), which...
2 months ago • 6 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. How to stop guessing what to say to your ICPs I ran a roundtable yesterday with a group of founders, PMMs, and early-stage marketers. We were talking about messaging and positioning, and within about ten minutes, three different conversations coalesced into the same problem. One person had just raised a big round. Their product had evolved significantly, but messaging hadn’t kept up....
2 months ago • 6 min read