N°17
Q2 · 2026
On being the second phone call.
It is a small, specific vocation. I think it deserves a name.
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Four letters a year. No tracking. No newsletter software with a name like a Norse god. You give us an address; we write to it.
It is a small, specific vocation. I think it deserves a name.
Read in full →Slides do not explain. They admit. Notes from three board rooms.
Read in full →Usually one of four things. Rarely the one they think.
Read in full →Seven kinds. Only two of them actually rebrand anything.
Read in full →Sometimes it's the other way round.
Read in full →Most advice arrives slightly too loud. A note on timing and tone.
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