Insights

Leaders guess their organization has about 10% variance in its judgments. Measured, it's usually north of 50%. The same gap exists in how your company describes itself — and it can't be fixed by averaging.

We defined Runway's category in 2024. When it came time to rebuild our own site, we ended up hosting it there ourselves.

Feature comparisons put you on someone else's playing field. Category design lets you set the rules instead.

The signals that tell you a company you back has a positioning problem — and what to do when you hear them.

A working definition, the three things that actually produce it, and why the document that fixes your positioning also fixes your culture problem.

Most rebrands underdeliver for the same handful of reasons. Here they are, grouped by the stage where things go wrong.

In 2022 we argued Zuckerberg's Meta keynote was a textbook Lightning Strike. The execution was near-perfect. The category still collapsed — and that's the more useful lesson.

In 2020 I helped merge a scattered group of volunteer projects into the TCN Protocol, which Apple and Google built on. Three lessons that transfer.