Foundations
Attention is a loan, not a gift
Every second of attention is borrowed against future trust.
The letter
One considered essay, every other Sunday.
The psychology of choice, the ethics of influence, and the craft of being understood. Written slowly, on purpose.
What arrives in your inbox.
Not a round-up. Not a list of hacks. One idea, taken seriously, with the evidence and the caveats left in.
- One essay — roughly 800 words, written to be read once and remembered.
- One practical distinction — something you can use in the next meeting.
- Honest footnotes — where the research is thin, the letter says so.
No tracking pixels. No sponsorship. No “one last thing” pitch. Your address is never sold or shared, and one click unsubscribes you.
Prefer to look first?
Three recent issues are free to read in the essay library. Start with Attention is a loan.
A sample
From issue 014.
An excerpt, so you know what you are getting.
The most common mistake in B2B marketing is assuming the buyer is the person who reads the website. Often, the buyer is the person who has to defend the decision to someone who did not.
This changes the job. It is not enough to make the product attractive to the person in the room. You have to give them a sentence that survives the room next door: a reason that is short, true, and slightly boring in the best way.
That is why “the fastest” usually loses to “the one your finance team will approve without a meeting”. The second is not more exciting. It is more portable.
Recent issues
Start with these.
Ethics
The ethics of influence
The techniques are neutral. The intent is not.
Practice
The 60/40 rule
The most patient idea in marketing is also the most profitable.
One more thing
If the letter is not for you, that is fine too.
The essays stay free on the site. The letter is simply the version that arrives without you having to remember to look.