How people find, understand, and remember you
Distribution and Demand
Essays on positioning, search behavior, proof, and the hidden friction that keeps good work from becoming discoverable.
Start here if you are asking
- /Why is nobody finding my work?
- /Why do people understand the offer only when I explain it live?
- /How do I make demand visible before I spend more on marketing?
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Curated essays
What They Type Wins
Search got more conversational. Most business copy did not. When people type the problem in plain language and land on category-speak, discovery dies before trust even starts.
Don't Make Them Translate
You keep explaining what your product does. Buyers keep nodding politely and disappearing. The problem is not that they need more information. The problem is that you are making them do translation work that should have been done before the first sentence.
Fits in a Text
A lot of good offers die before the sales call. They die in the handoff, when someone tries to explain your work to somebody else and realizes it takes too much effort. If your message cannot survive compression, it cannot spread.
Proof Beats Popularity
Popularity signals got cheap. Buyers noticed. When stars, followers, and polished screenshots are easy to fake, the market stops rewarding attention alone and starts looking for proof it can verify fast.
Friction Hides Demand
You keep reading drop-off as proof the market is small. Often it is not desire collapsing. It is desire getting taxed by unclear steps, extra fields, awkward handoffs, and avoidable hassle.
The Closest Person Wins
A wireframing tool built by an Adobe engineer who watched designers struggle for a decade made $6 million a year. He didn't have a better idea. He had a shorter distance to the problem. The variable that predicts business success isn't timing, talent, or tactics. It's proximity.
Someone Less Qualified Just Got the Contract
Eighty percent of the B2B buying journey happens before anyone contacts a vendor. The mere exposure effect means people prefer what they recognize - not what's best. The person who got the work wasn't better than you. They were just familiar.
Saturated Markets Don't Exist
Nathan Barry launched an email tool into a market dominated by Mailchimp and grew it to $36 million a year. The market wasn't saturated. His predecessors were just generic. What you call saturation is actually proof of demand.