Convert
How to write a comparison page that converts
A feature matrix is not a comparison page. Map the buyer's jobs, say the honest tradeoffs, and make who you are for and who you are not impossible to miss.
Oct 1, 2026
Blog
Essays for founders and GTM teams.
Long-form writing on signals, conversion, GTM, and the systems behind sustainable growth.
Signals
How do you use job posts as buying signals?
A job post is a company describing its problem in public. Most teams skim the title and send "saw you're hiring." Read the duties, score the problem, and the post becomes a real signal.
Oct 1, 2026
Signals
What are expansion signals in product usage?
Daily active users are not an expansion signal. Seat invites, a second workspace, and crossing a paid usage line are. Wire them to Grow, or you are staring at charts.
Oct 1, 2026
Grow
How to turn G2 competitor reviews into positioning copy
G2 reviews are not just a buying signal. The language buyers use about your competitors is free positioning research. Pull the repeats, then write claims you can prove.
Oct 1, 2026
Signals
What is a buying committee map for early SaaS?
Early SaaS teams treat "the buyer" as one person. A buying committee map names every seat that can kill or carry the deal before you burn demos.
Oct 1, 2026
Grow
Consumer AI's tiny paying share is a B2B packaging warning
Only a sliver of consumers pay for AI. B2B packaging that copies freemium vibes and opaque token bills will not clear enterprise markup.
Oct 1, 2026
Convert
Shared context before more outreach tools
More pages, ads, and email automation do not fix missing shared context. Who, why now, and next action have to live in one place before you scale outreach.
Oct 1, 2026
Signals
Owned signals beat rented scrapes
When a public feed closes, rented scrapes die with it. Site de-anon, G2 category traffic, product usage, and CRM truth are signals you still own.
Oct 1, 2026
Grow
How long should a SaaS free trial be?
Most teams pick 14 or 30 days because a competitor did. Trial length is a pricing decision. Set it from how long real buyers take to reach value, plus time to decide.
Sep 30, 2026
Signals
How to run a win/loss interview that tells you the truth
Closed-lost reasons in your CRM are the rep's story. A short interview with the buyer after the decision tells you what actually happened, and it costs almost nothing.
Sep 30, 2026
Convert
How do you handle objections on a B2B sales page?
Most B2B sales pages answer questions nobody asked and skip the ones that stall deals. Here is how to find the objections your reps hear every week and answer them on the page.
Sep 30, 2026
Grow
Pricing tiers should split buyers, not features
Most pricing pages have three columns that differ by checkmarks. Buyers cannot tell which one is theirs. A tier should be a buyer, not a bundle of features.
Sep 30, 2026
Want the system behind these essays?
Signals, Convert, Grow. Free course, no payment.