Playbooks,
not takes.
The frameworks I actually run — GTM, paid, creative, AI-native marketing ops. Written for operators, not audiences.
- 12 Oct 20269 minPlaybookAIOperator
How to build a marketing team out of Grok Bots
A one-person DTC team can now run research, copy, creative, landers, media buying and reporting as a fleet of narrow bots that each read a shared skills library. Here's the order to build it in, based on a playbook by Krste Kovaceski.
- 22 Sept 202612 minEssayMarketingSEO
Building for the zero-click era: the marketing strategy I'd run in 2026
68% of Google searches now end without a click. Of the 32% that do click, only about two-thirds go to the open web. This isn't AI disrupting search. It's a decade-long trend AI just finished. Here's the strategy I'd run in the zero-click era, and the marketing shift that comes with it.
- 22 Sept 202613 minPlaybookAIPaid Ads
The marketing agent architecture I'd actually build in 2026
Most 'marketing agents' you see online are Zapier workflows with a fresh coat of paint. A real one is code in the cloud, wired to a data warehouse, making decisions off live business data with a feedback loop. Here's the architecture I'd actually build, plus the gotchas that get most people's Facebook Ads accounts banned.
- 4 Sept 202613 minPlaybookPaid AdsGoogle Ads
The Google Ads shifts I'm running in 2026
Google Ads has moved on a lot in the last 12 months. The strategies that carried accounts through 2024 are quietly costing money now. Here are the six shifts I've made across the accounts I run, plus the one attribution gap that changes how you should read every number Google shows you.
- 1 Sept 202612 minEssayMarketingStrategy
Marketing in 2026: if it's easy, it doesn't work
Everything got easier and nothing works anymore. The marketing playbook that worked in 2022 assumes there's space in the market, and there isn't. The only marketing that lands in 2026 is the marketing you actively don't want to do. Here's the pattern, and the three moves that still cut through.
- 26 Aug 20269 minPlaybookAI SearchSEO
How I'd build a content refresh engine for AI search
Weekly SEO refresh cadences aren't built for AI search. Here's the engine I'd build: mention-vs-citation gap monitoring, three-factor candidate ranking, context-rich refresh briefs tied to specific decline signals, and a compliance loop that doesn't break the cycle.
- 13 Aug 202610 minPlaybookSaaSMarketing
SaaS marketing in 2026, from inside the room
Seven SaaS marketing plays I've watched work in 2026 from inside the room. One outbound motion that still works if you layer intent signals over your ICP. Six inbound plays that all point at the same underlying rule: people trust people, not logos.
- 12 Aug 202612 minPlaybookSaaSGrowth
How I'd build a SaaS from $0 to $1M ARR in 2026
The $0 to $1M ARR SaaS playbook I'd run if I were starting today. Market selection, validation, product-led mechanics, unscalable early growth, product-led SEO, pricing up, and the retention math that makes the compounding work.
- 8 Aug 202613 minPlaybookGrowthAI
The 4-step growth playbook I keep seeing at every fast-growing AI startup
Watch the fastest-growing AI startups long enough and the same four moves show up in every one of them. Pick a boring industry, get pathologically close to the customer, run content only your ICP would care about, and close the 95% iceberg with warm outbound.
- 1 Aug 202618 minPlaybookPaid AdsMeta Ads
My Meta ads creative strategy for 2026: Full playbook
Creative is the lever that decides whether Meta Ads compound or bleed in 2026. This is the full system I run: portfolio thinking, concept architecture, persona work, angles, hooks, ad-set structure, volume math, and the AI-native production pipeline behind it.
- 22 Jul 20266 minPlaybookPaid Ads
The Google Ads competitor-intent play that lifts your entire account
A Google Ads setup that targets people already browsing your competitors' sites. Direct conversions look mediocre. Every other campaign in the account starts performing better. Here's the exact wiring.
- 8 Jul 20269 minPlaybookGTM
Pull beats push in B2B SaaS: the GTM strategy I actually run
Push GTM is a losing game in B2B SaaS. Here's how the pull motion actually works, the three steps I use to implement it, and where AI-native marketing changes the math.
- 27 May 202610 minEssayAIStrategy
Why your software isn't a moat. Every AI founder needs to relearn this
Every AI startup is about to relearn what Snapchat figured out 15 years ago: software features are cheap to copy. Distribution, ecosystems, and hardware are the moats that actually hold. Here's how I think about it in 2026.