Brand Strategy6 min read
Why deeptech companies keep under-selling themselves
The best technology rarely wins on merit alone. Here's how deeptech teams leave positioning — and value — on the table.
Jun 12, 2026Insights
Essays on positioning, go-to-market, deeptech, and hardware — written from the work, not the sidelines.
Go-to-Market5 min read
Positioning for markets that don't exist yet
When you're building a new category, there's no shelf to sit on. You have to build the shelf first.
May 28, 2026
Hardware7 min read
What Western founders get wrong about sourcing in China
Cost is the least interesting reason to manufacture in China. The real advantage is speed of iteration — if you know how to access it.
May 9, 2026