Thinking, as it develops.

How we work

Aug 25, 2026

Good work needs a lot of clarity. It shouldn't just be handed over.

Every agency needs information to start well. The question is whether that information gets handed over, or found together.

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Price & culture

Aug 18, 2026

Is that because you're cheap?

A friend's blunt question about our client base, a year in — and why the honest answer is about care.

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China & platforms

Aug 11, 2026

Everyone is asking about RedNote. That may be the wrong first question.

Observations from watching Xiaohongshu develop since around 2019 — and why the platform question usually isn't the real one.

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Events & strategy

Aug 4, 2026

An event is not a marketing strategy.

A good-looking event with no system around it rarely builds anything that lasts. The event is one moment — the system is the work.

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Consulting philosophy

Jul 28, 2026

How close should a consultant get?

A reflective, still-unresolved question about proximity, boundaries, and what it actually means to be a partner rather than a vendor.

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AI & expertise

Jul 21, 2026

Your expertise still needs a human voice.

AI makes content cheaper to produce. That doesn't make real expertise less valuable — it makes it more valuable, if you know what to do with it.

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