Useful Heresy
Counterintuitive, contrarian marketing commentary for non-conformists

Latest

Apr
18
Your Biggest Competitive Advantage Might Not Be Your Product

Your Biggest Competitive Advantage Might Not Be Your Product

If you build it, they won’t come. If you build it and market it really well, you’ve got
3 min read
Nov
21
Corrections are great times to get things right

Corrections are great times to get things right

A little while ago when the tidal wave of bad news broke for the tech industry, I started writing a
11 min read
Aug
28
Don’t Create a Category

Don’t Create a Category

Creating a category is definitely hard and probably not the right approach for you. Instead, create a subcategory that combines
4 min read
May
10
The most important marketing lesson I ever unlearned

The most important marketing lesson I ever unlearned

💡If no one sees it, it's not marketing.There once was a time when I thought Zoom was
3 min read
Mar
16
All marketing advice is bad

All marketing advice is bad

In my career, I don't think I've gotten much good advice. Even from smart people who
2 min read