Notes on marketing, data and decisions.
- October 6, 2026 · 5 min read
Is SEO dead? No. The SEO that makes you wait is dead
Every year somebody declares SEO dead. What is really dying is SEO as a game of patience: months of paying without seeing anything.
Read → - October 6, 2026 · 5 min read
Traffic automation: website traffic you don't rent
Half of the people hear "traffic automation" and think about bots. Bots are not traffic. This is about stopping renting attention every month and starting to own it.
Read → - September 30, 2026 · 5 min read
Marketing channels: the one everyone uses is the most expensive
Ask a founder why they chose their first channel: the competitor is there, they already knew it, or a podcast said it worked. None of the three is a reason.
Read → - September 30, 2026 · 5 min read
Pricing strategy: you don't decide your price
Almost every price is born in a spreadsheet or on a competitor's pricing page. Neither method asks anything of the one who is going to pay.
Read → - September 7, 2026 · 6 min read
Before you enter a new country, check these five things
Most international expansions don't fail because of the product. They fail because someone assumed the new market is the same old market, but in another language.
Read → - September 7, 2026 · 5 min read
The MVP is not an ugly version of your product
"Let's ship an MVP" usually means, in practice, "let's build the same thing but worse and in half the time".
Read → - September 3, 2026 · 7 min read
TAM, SAM, SOM: the market size number nobody checks
The slide is in every presentation. Practically nobody has ever asked where the outer number came from - because it was copied, not calculated.
Read → - September 3, 2026 · 6 min read
Answer engine optimization in practice: writing for a reader that isn't human
What actually makes an assistant quote you, and what is just old SEO under a new name. The practical half of the shift.
Read → - September 3, 2026 · 6 min read
Most competitive analysis is a scrapbook, not a decision
Ask ten teams for a competitor analysis and nine will send you a table. Not one decision follows from it - because competitors don't win with features.
Read → - August 21, 2026 · 5 min read
The toolkit didn't survive the speed: roadmaps, OKRs and two-week sprints
Quarterly plans, roadmaps, two-week sprints - methodologies from a world that no longer exists. While you approve the quarterly plan, the market changes its shoes three times.
Read → - August 21, 2026 · 6 min read
Why AI slips exactly in marketing: the feedback arrives weeks too late
Neural networks work brilliantly where the answer arrives on the spot. In marketing it arrives in weeks - and by then the money is spent, for real.
Read → - August 21, 2026 · 6 min read
AI search changed the reader: first you convince the filter, the human comes second
The fight is no longer for a click on your headline. A machine now stands between you and the person, and it decides whether you deserve to be shown at all.
Read → - June 26, 2026 · 6 min read
The problem with AI in marketing is not the AI. It is the data
The whole industry argues about which model is smarter. The real bottleneck was standing off to one side the whole time - the data the model works with when you come to it with a real problem.
Read → - June 26, 2026 · 7 min read
Consumer psychology: most marketers know a buyer persona, not a customer
"María, 28, into yoga." That is not an audience - it is a civil registry record onto which somebody has stitched yoga. You cannot make a single decision from a buyer persona like that.
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