Writing
Essays for the people building something instead of selling time.
Long-form on positioning, productizing, pricing, AI workflows, and the lean operations that hold it all together. New essay most weeks.
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One essay a week. No fluff, no funnels.
For solo experts building a productized practice.
Recent essays
The archive.
Newest first. Click a title to read.
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May 12, 2026
"Custom marketing strategy" is not an offer. It's a placeholder for one. Here's the difference between a service you sell and a thing people buy — and why the gap is almost entirely linguistic.
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May 5, 2026
The most common positioning formula on LinkedIn is also the most expensive — because it teaches you to compete with everyone in your category at once. A better way to introduce yourself.
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Apr 28, 2026
Value pricing isn't a pricing model. It's a sales motion. Here's what actually changes when you stop quoting time and start quoting outcomes — and the three conversations you have to be willing to have.
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Apr 21, 2026
The actual tools, the actual prompts, the actual workflow. Not "use ChatGPT to write your blog posts." A real production pipeline that respects your taste and your reader.
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Apr 14, 2026
You're 15 years into your career, you know what you're talking about, and you have 400 LinkedIn followers. Here's why — and the three things that change it.
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Apr 7, 2026
Three years of weekly Office Hours, every Friday, with Neville. The pattern I started seeing in month four — and what it taught me about why most marketing copy fails.
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Mar 31, 2026
Most founder-led content is just the founder writing posts. The actual system has five parts. Here are all of them.